Facebook Earns 58% More Per Ad Than Last Year, Mobile Ads Clicked 4X More Than Twitter Ads

Facebook yesterday saw a decline in share price on a report of falling user numbers in key markets like the U.S. and Europe, but in a sign of how it is firming up its business, Facebook is also making significantly more money and getting more sticky with its advertising, on the back of newer, more targeted ad formats like Sponsored Stores and mobile ads.?The latest quarterly report from ad agency TBG Digital, out today, indicates that cost per thousand impressions (CPMs) on ads on the social network rose by 58 percent compared to the same period last year, with overall engagement also up by 11 percent, a reversal of the decline seen last quarter. And among Facebook's newer units that target people more directly, Sponsored Stories saw 53 percent more engagement than standard ads, and mobile ads had four times the engagement of Twitter ads, says TBG. Pointedly, TBG says that there is growing acceptance from brands and other advertisers of Facebook's wider business model, blending more traditional digital advertising metrics with new metrics like social engagement to determine the value of paying to be on a platform like Facebook's. "Our clients, upon our advice, are now willing to pay more for quality clicks and fans. Focus is shifting toward measurable engagement and the difference Social Media connections are making to their bottom line," the analysts write.

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