Facebook, Twitter, Pinterest and other social sites know that people are increasingly checking new posts and notifications from their phones. Advertisers in Q4 knew this, too.
According to Ampush’s Q4 2014 report, mobile advertising spend on Facebook & Twitter among their clients hit an all-time high in Q4, a 290 percent year-over-year rise.
The report laid out some key guidelines for mobile-focused advertisers this year:
It’s All About the Data. Facebook and Twitter’s data-driven targeting tools – Custom Audiences and Tailored Audiences, respectively – have proven incredibly effective for pinpointing brands’ most valuable audiences. Advertisers across objectives and verticals should leverage not only data from their CRM, but also their website and mobile app to identify, retarget, and activate new customers cost effectively.
Personalize Campaigns by Platform. Expanding advertising efforts cross-platform to encompass both Facebook and Twitter is the first step, the second is catering campaigns – specifically the creative – to the user experience and audience of each platform. Quick tip: For Twitter, directly tie copy and creative to the specific interests of the target audience for optimal performance.
In Q4, Ampush clients found the cost of mobile advertising on Facebook and Twitter grew heavily. CPM was $6.04, cost-per-click coming in at $0.71, and cost per install at $6.74. All of these represented quarterly and yearly rises.
Here’s a look at how ad spend came out in different regions. Interestingly, Europe and the Middle East (EMEA) outspent Asia/Pacific (APAC) and the Americas.
Which verticals spent more in Q4? Ampush saw a sharp rise in e-commerce and retailers spending more dough on Facebook and Twitter campaigns. This vertical far outpaced the field.
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