More Than 20% of Facebook Ad Spend Goes to Mobile Ads, Which Have a 70% Price Premium

According to Kenshoo Social, a social marketing platform, more than $1 out of every $5 spent on Facebook ads are delivered on mobile devices. More specifically, 79.7 percent of Facebook ad spend is on mobile ads, while 20.3 percent is on mobile ads.

“The world’s top brands have embraced Facebook mobile advertising and we expect the channel to become increasingly competitive as new devices, like those on display at the Consumer Electronics Show this week, deliver enhanced interactive experiences,” said Aaron Goldman, CMO of Kenshoo.

Kenshoo also notes that Facebook ads carry a 70 percent price premium on mobile. The cost-per-click (CPC) for Facebook mobile ads is $1.38, notably more than the $0.81 for Facebook desktop ads.

Here’s an infographic from Kenshoo summarizing its findings, which are based on more than 2 million Facebook ad clicks and conversions in November and December across various verticals:

According to an Adobe report from October, mobile users accounted for 24 percent of all brand engagement on Facebook in the third quarter. Earlier that month, Facebook announced that it had 600 million mobile users.

In October, Facebook saw 91.3 million mobile device users access its social network, according to comScore. This put it ahead of Twitter (28.9 million), Instagram (22.7 million), Pinterest (13.2 million), LinkedIn (10.6 million), Tumblr (9.2 million) and Google+ (7.1 million).