Mobile App Ads Deliver Higher ROI Than Banners & Video on Facebook
Application marketing platform Fiksu (which offers programmatic media buying and optimization as well as attribution and tracking on Facebook's mobile app ads), has released a new report which compares the performance of various media sources for the purpose of mobile app user acquisition.
Fiksu found that when benchmarked again banner ads, Facbeook provides the best ROI from a monetization perspective. Users acquire through the social media platform become purchasers at a rate nearly 50 percent higher than banner ad networks and 12 percent higher than video ad networks. What's more, the cost to acquire a user who makes a purchase through Facebook's app ads is nearly 20 percent less than on banner ad networks and 8 percent lower than on video ad networks.
"This report validates what we have been seeing in the 50,000 campaigns we've run for our clients, showing Facebook has the hands-down advantage when it comes to the monetary potential of mobile app user acquisition," said Micah Adler, president, CEO and founder, Fiksu. "It's clear that the combination of over 1 billion mobile users, powerful audience segmentation capabilities and a programmatic approach to app marketing provides the right mix for success."
Research was conducted based on 294 discrete iOS and Android apps across 40 categories monitored from Q2 2013 through Q1 2014. Media channels monitored included non-incentivized banner, video, and Facebook mobile app ads. The report quantifies several key metrics including; CPC, conversion rate, CPI, Purchasing Rate and Cost per Purchaser.