Facebook ad results improve during holiday season, Kenshoo finds

Facebook ad interaction rates and return on ad spend have increased since Thanksgiving, according to Kenshoo Social.

The social marketing platform company says interaction rate is up 46 percent, meaning users are taking more actions after clicking on ads, including Liking pages, installing apps and completing sales. Kenshoo says direct sales revenue — defined as retail revenue from online sales transactions following a Facebook ad click — went up 129 percent on Cyber Monday. As a result, return on ad spend averaged $10.95 that day.

These stats show Facebook’s increasing value for advertisers during the holiday shopping season. Interaction and conversion rates tend to improve this time of year, which makes sense given that advertisers are running more promotions and consumers are more in the buying mindset. Kenshoo says the increase is consistent with last year, but compared to past years, retailers are now spending more and they’ve learned how to run more effective campaigns. The result is a greater improvement in return on ad spend.

“Retail advertisers are generally becoming more experienced and sophisticated with their direct response social media campaigns,” Kenshoo Social Senior Director of Product Marketing Todd Herrold says. “We are seeing advertisers taking the learnings they’ve obtained throughout the year in terms of what ad types, messages, and promotions resonate most with their target audiences and then leveraging these practices as they increase their overall social media budgets over the holidays and optimize their campaigns.”

Facebook earned $943 million in ad revenue during Q4 last year and has brought in $2.95 billion from ads between Q1 and Q3 2012. This holiday season is primed to be the company’s most lucrative quarter yet, as advertisers turn to Facebook’s Offers, mobile ads and other new products to drive holiday sales.

Mediabistro Job Fair

Mediabistro Event

Mediabistro Job Fair

Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job! Register now!

 

Leave a Reply

2 Responses to “Facebook ad results improve during holiday season, Kenshoo finds”

  1. How Do You Market Over The Holidays? | The Social Concierge says:

    [...] people and consumers are checking their Facebook regularly over the holidays. In fact, this great article by insidefacebook.com states that the Facebook marketing platform is seeing interaction rates is [...]

  2. Kenshoo in the News - Facebook ad results improve during holiday season, Kenshoo finds says:

    [...] Read the full article on InsideFacebook.com [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Business Technology Editor

McMurry/TMG
Washington, DC

Assistant Editor

8 Inc.
New York, NY

Editorial Manager

Air Age Media
Wilton, CT

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us