‘Facebook ads drove more shoppers to buy over the holidays’ – Internet Retailer
Zak Stambor says, “Facebook ads’ return on ad spend rose 33% year over year, while purchase rates jumped 68%.
Facebook Inc.’s ads delivered results for retail marketers in the crucial fourth quarter, according to social media advertising firm Nanigans.
The vendor, which released a report examining 20 of the highest-spending e-commerce and game advertisers that used its platform over the past year, says the average return on its clients’ Facebook ad spend grew 33% in the fourth quarter. That was helped in part by e-commerce purchase rates growing 68%.
Retailers’ ad dollars continued their shift to mobile ads from desktops during the quarter, the vendor says, noting that mobile e-commerce ad spending rose 23%. Mobile video ads accounted for some of that growth, accounting for 18.9% of mobile ad spending in the Americas, roughly a 20% jump from the third quarter”.
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