Facebook Mobile Ads a Hit for Investors, But What About Marketers?

Click-through rates on Facebook mobile ads are significantly higher than those of their desktop counterparts, causing many a tech publication to declare Sponsored Stories on mobile a success. It may be a bit early for marketers to buy into the hype and do a happy dance, though.

It was only a few weeks ago that Facebook launched mobile-only ads, allowing marketers to purchase them separately from web ads. Earlier this week, TechCrunch published the results of studies from TBG Digital, AdParlor, Nanigans and Spruce Media that declares:

Sponsored Stories are getting over 13 times the click-through rates and earn 11.2 times the money per impression (eCPM) on mobile compared to all of Facebook’s desktop ads, and 1.93 times the CTR and 2.65 times the eCPM of Sponsored Stories…

Well, that is fantastic news! We should all run out and switch to mobile Sponsored Stories. Not so fast…

via Facebook Mobile Ads a Hit for Investors, But What About Marketers? – Search Engine Watch (#SEW).

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