Facebook Ads Generate Better Response With Computers Than Mobile

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Driving a 60% increase in Facebook's revenue last quarter, mobile is clearly good for the social giant. Yet new research suggests that mobile is not yet the most effective medium for marketers to reach Facebook users.

In fact, a whopping 85% of Facebook users are more inclined to pay attention to -- and/or click -- on a newsfeed ad served to them on a computer.

By contrast, only 15% expressed interest in receiving newsfeed ads through an application on their mobile phone, iPad, or other tablet.

The findings come courtesy of marketing consultancy Analytic Partners, which paid research firm ORC International to survey a sample of 735 adult Facebook users in early October.

According to Nancy Smith, founder and CEO of Analytic Partners, the research actually bodes well for Facebook.

Meanwhile, showing that users have yet to accept auto-play video ads -- which Facebook recently began beta testing -- a full 83% of those surveyed said they would find any kind of video that automatically played in their newsfeeds to be intrusive, and as such, would likely ignore them.

The research also revealed that Facebook users are most likely to pay attention to the ads of a product or service of a company they are already following on Facebook (60%), followed by a sponsored story (27%), and non-related ads that Facebook targets for them (13%).

When it comes to content, 67% of Facebook users are most likely to click on discount offers (coupons or promotional codes); contests or giveaways (41%); and videos (25%); followed by posts that encourage opportunities to share photos, opinions or experiences (17%); and free app downloads (16%).

Among the sexes, more males (34%) are likely to click on video content than females (19%), while the average proponents of video advertising also skewed toward the younger demographic -- ages 18-44 (31%) compared to ages 45 and older (19%).

Notably, when it comes to retargeted ads through Facebook, users say they often don't notice these types of advertisements (51%).

For the 49% of users who do notice these types of retargeted ads, 30% say that it doesn’t make them more likely to respond with a click, like, comment, or some other action.

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3 comments about "Facebook Ads Generate Better Response With Computers Than Mobile".
  1. David Carlick from Carlick , November 14, 2013 at 9:06 a.m.
    People lie in focus groups or surveys. There should be more empirical ways to assess the effectiveness of FB mobile and computer. We have experienced, anecdotally, great success with mobile for customer acquisition, taking into account the low CPM and hence reasonable conversion cost.
  2. Ted Rubin from The Rubin Organization / Return on Relationship , November 14, 2013 at 9:24 a.m.
    Clearly computers get better interaction, but it is not about that, it is about where people will be accessing that info going forward. And that place, for the most part, will be mobile.
  3. Mike Einstein from the Brothers Einstein , November 14, 2013 at 9:42 a.m.
    Facebook has launched its own tallest midget pageant, and the winner is: Facebook!