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There are over seven billion people in the world and roughly 1.3 billion of them are on Facebook. No doubt, Facebook has a dominant footprint in digital, so this week we are bringing you insights on Facebook advertising trends across the globe, perspective from Facebook Atlas on people-based advertising, and a snapshot of Instagram users.
In the brand-new Salesforce Advertising Benchmark, we analyzed trends in Facebook, Twitter, and LinkedIn advertising over the last two quarters. The table below shows Facebook media costs for key countries in local currency. Globally, the overall CPM on Facebook decreased by 11%, to $3.30, reflecting normal seasonal trends in digital advertising, with higher costs in Q4 due to advertiser demand for holiday advertisements. In the US, the CPC dropped by $0.05, while CTR rose 7% to 0.86%, showing that consumers are engaging with ads more in Q1 at a lower cost for advertisers. Australian CPMs increased slightly, but were balanced by an increase in CTR to 1.11%, ending with a slight drop in CPC to $0.50. Plan your campaign and budget accordingly ahead of time, adapting your advertising strategy for global markets based on the launch date of your campaign and what countries you want to target.
With people-based advertising, you know who you're advertising to and are able to target the right stories to the right people, at the right time. On Facebook, Twitter, and LinkedIn, you can track who is seeing and engaging with your ads across devices because as long as the user is logged into the mobile app on both their phone and their web browser with their social identity, they are the same person. Mobile advertising is set to account for more than 70% of all digital spend by 2018, already having passed desktop in 2015. The graphic below from Facebook Atlas shows data from eMarketer and a Facebook study about device usage among consumers. More than 40% of the digital audiences In the US and UK switch devices during the conversion process and in the US, 25% of consumers use three devices daily. When you focus on the individual consumers and understand who they are, you can run relevant ads across multiple devices, creating an integrated journey for your customers that you can track every step of the way.
Instagram skews to a much younger demographic, with 70% of active users under 35 compared to just 53% of the global internet population. The below infographic from the GlobalWebIndex shows a demographic breakdown of active users on Instagram. These active users are not just monthly users; over 73% visit at least weekly and 28% visit the platform multiple times per day. Try running ads on Instagram as a new channel to reach a younger, highly active audience. Social.com is an alpha partner for the launch of programmatic Instagram advertising, and is excited by the potential to use Facebook ad targeting options to serve ads on a new platform.
