The real Facebook news will be if the marketers themselves become attached.
Now that the new mobile social media marketing ads, the Sponsored Stories, are underway, Facebook news reports have been showing tremendous click through rates that exceed the results that are being experienced on the regular web, suggesting that this technique may be a hit.
However, some are hesitant to start celebrating quite yet, as marketers have not yet made their decisions.
Marketers are experienced with the concept of hype, and that a novelty can look like a success and turn out to be simply a fad as opposed to a trend. They are aware that the mobile-only ads were launched only a few weeks ago and although they are now able to buy them separately from the ads on the regular site, many are still waiting before they made the move to plunge ahead.
Preliminary studies are starting to come up with initial results.
AdParlor, TBG Digital, Spruce Media, and Nanigans, among others, have all come up with their own data that have been released within the last week. Overall, what has been determined is that the average click through rates of the Sponsored Stories during the few weeks following their initial mobile social media marketing launch are more than 13 times greater than the desktop ads at Facebook.
Furthermore, they generate 11.2 times more earnings per impression than all of the desktop advertising.
When compared to the desktop counterparts, the smartphone version has a 1.93 percent higher click through rate, and generates 2.65 times the earnings of the desktop Sponsored Stories counterparts. Though this is amazing Facebook news, it is still not enough to cause marketers to switch to the mobile social media marketing version quite yet.
Though many marketers are simply sitting back and waiting for the technique to prove itself over the longer term, many have also observed that the studies that have performed which have demonstrated these powerful statistics are from some of the new top Ads API partners of the social network giant, itself. They are the organizations actually selling the ads to be displayed for the site’s users and therefore have quite the vested interest in boosting the new format and generating hype around it.