{"id":12403,"date":"2019-02-05T21:46:02","date_gmt":"2019-02-05T16:16:02","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=12403"},"modified":"2022-04-28T16:59:15","modified_gmt":"2022-04-28T11:29:15","slug":"facebook-advertising-in-the-time-of-stories","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/facebook-advertising-in-the-time-of-stories\/","title":{"rendered":"Facebook Advertising in the Time of Stories"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-6a0a3ca88f543\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-6a0a3ca88f543\"  type=\"checkbox\" id=\"item-6a0a3ca88f543\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/facebook-advertising-in-the-time-of-stories\/#Summary\" title=\"Summary\">Summary<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/facebook-advertising-in-the-time-of-stories\/#Is_Facebook_Stories_the_new_favourite_ad_placement_for_advertisers\" title=\"Is Facebook Stories the new favourite ad placement for advertisers?\">Is Facebook Stories the new favourite ad placement for advertisers?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/facebook-advertising-in-the-time-of-stories\/#Where_does_Advertisers%E2%80%99_money_go-_Video_ads_or_Image_ads\" title=\"Where does Advertisers\u2019 money go- Video ads or Image ads?\">Where does Advertisers\u2019 money go- Video ads or Image ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/facebook-advertising-in-the-time-of-stories\/#Which_are_the_most_popular_three_categories_of_advertisers\" title=\"Which are the most popular three categories of advertisers?\">Which are the most popular three categories of advertisers?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/facebook-advertising-in-the-time-of-stories\/#Does_the_benchmark_CTR_CPM_and_CPC_show_the_same_behaviour_across_all_three_ad_objectives\" title=\"Does the benchmark CTR, CPM and CPC show the same behaviour across all three ad objectives?\">Does the benchmark CTR, CPM and CPC show the same behaviour across all three ad objectives?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/facebook-advertising-in-the-time-of-stories\/#How_do_the_Benchmark_CTR_CPM_and_CPC_vary_across_Ad_Placements\" title=\"How do the Benchmark CTR, CPM and CPC vary across Ad Placements?\">How do the Benchmark CTR, CPM and CPC vary across Ad Placements?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/facebook-advertising-in-the-time-of-stories\/#Are_there_any_variations_in_Benchmark_CTR_CPM_and_CPC_across_geographies\" title=\"Are there any variations in Benchmark CTR, CPM and CPC across geographies?\">Are there any variations in Benchmark CTR, CPM and CPC across geographies?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Summary\"><\/span>Summary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Apart from being the most widely used social media platform, Facebook is also one of the most popular digital advertising platforms. In this post, we would look at Facebook advertising platform\u2019s performance over the last year through benchmark reports published by Nanigans and Adstage. This report might not be exactly true to the Indian market, but it would indicate some trends as follows:<\/p>\n<ul>\n<li>61% of advertisers spend go into video ads.<\/li>\n<li>By objective, Facebook advertising can be categorized into three major categories- App install, lead generation and transaction.\n<ul>\n<li>The CTR for app installs is lower than lead generation and transaction campaigns while <strong>the CPC is highest<\/strong>.<\/li>\n<li>Lead Generation ads have <strong>higher CPM<\/strong> than app install and transaction campaigns and CTR lower than transaction campaign.<\/li>\n<li>Transaction campaigns are the best performing campaign on Facebook with <strong>highest CTR<\/strong> and <strong>lowest CPM and CPC<\/strong>.<\/li>\n<\/ul>\n<\/li>\n<li>The three main ad placements are: Newsfeed, Facebook Audience Network and Messenger.\n<ul>\n<li><strong>The CTR for ads placed in Newsfeed are the highest<\/strong>. The CPM for ads placed on newsfeed is highest too while CPC is comparable to Facebook Audience Network.<\/li>\n<li><strong>Ads placed in Facebook Audience Network have lowest CPC<\/strong>.<\/li>\n<li><strong>Ads placed in Facebook Messenger have the lowest CTR<\/strong>.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Is_Facebook_Stories_the_new_favourite_ad_placement_for_advertisers\"><\/span>Is Facebook Stories the new favourite ad placement for advertisers?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to Nanigans, Newsfeed ads still make the majority of Facebook ads, but Facebook Stories ads are rapidly gaining popularity among the advertisers.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Where_does_Advertisers%E2%80%99_money_go-_Video_ads_or_Image_ads\"><\/span>Where does Advertisers\u2019 money go- Video ads or Image ads?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to Nanigens, in Q4 2018, about <strong>61% <\/strong>of ad spend was video ads.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Which_are_the_most_popular_three_categories_of_advertisers\"><\/span>Which are the most popular three categories of advertisers?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to Nanigans, the three most popular categories of advertisers based on their ad objective are:<\/p>\n<ul>\n<li><strong>App Install<\/strong>: These are mostly apps from gaming, entertainment and on-demand services.<\/li>\n<li><strong>Lead Generation<\/strong>: These are mostly companies that sell high ticket items like banking, auto, insurance, real estate<\/li>\n<li><strong>Transaction: <\/strong>Retailers and travel websites that have a large spread of products online<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Does_the_benchmark_CTR_CPM_and_CPC_show_the_same_behaviour_across_all_three_ad_objectives\"><\/span>Does the benchmark CTR, CPM and CPC show the same behaviour across all three ad objectives?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are many factors that define the CTR, CPM and CPC for Facebook advertisements but if one has to focus on the advertising objectives, the ad performance varies across the objectives:<\/p>\n<ul>\n<li>For Q4 2018, the global average CTR was 1.50%, lowest being 0.55% for app install campaigns whereas highest being 2.34% for transaction campaigns. The average CTR for lead generation campaigns was 1.27% Following is a snapshot from Nanigans\u2019 report showing CTR behaviour over the last one year. Though global average CTR showed a growth over the period of a year, there was a drop in CTR in lead generation whereas CTR for app install and transaction has remained the same.<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-12404 size-large\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/02\/1-1024x399.png?resize=740%2C288&#038;ssl=1\" alt=\"\" width=\"740\" height=\"288\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/1.png?resize=1024%2C399&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/1.png?resize=300%2C117&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/1.png?resize=768%2C299&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/1.png?w=1421&amp;ssl=1 1421w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/li>\n<li>For Q4 2018, the global average CPM was $9.64, lowest being $6.48 for transaction campaigns whereas highest being $14.37 for lead generation campaigns. The average CPM for app install campaigns was $9.77. Following is a snapshot from Nanigans\u2019 report showing CPM behaviour over the last one year. Though global average CPM showed a growth over the period of a year, there was a drop in CPM in lead generation and transaction whereas CPM for app install had increased.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-12405 size-large\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/02\/2-1024x407.png?resize=740%2C294&#038;ssl=1\" alt=\"\" width=\"740\" height=\"294\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/2.png?resize=1024%2C407&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/2.png?resize=300%2C119&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/2.png?resize=768%2C305&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/2.png?w=1387&amp;ssl=1 1387w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<ul>\n<li>For Q4 2018, the global average CPC was $0.63, lowest being $0.2 for transaction campaigns whereas highest being $1.79 for app install campaigns. The average CPC for lead generation campaigns was $1.13. Following is a snapshot from Nanigans\u2019 report showing CPC behavior over the last one year. Though global average CPC showed a decrease over the period of a year, there was an increase in CPC in lead generation and app install whereas CPC for transaction had decreased.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-12406 size-large\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/02\/3-1024x415.png?resize=740%2C300&#038;ssl=1\" alt=\"\" width=\"740\" height=\"300\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/3.png?resize=1024%2C415&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/3.png?resize=300%2C122&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/3.png?resize=768%2C312&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/3.png?w=1393&amp;ssl=1 1393w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_do_the_Benchmark_CTR_CPM_and_CPC_vary_across_Ad_Placements\"><\/span>How do the Benchmark CTR, CPM and CPC vary across Ad Placements?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are three main placement options for Facebook advertisements- Newsfeed, Audience network and Messenger. Following is the CTR, CPC and CPM benchmarks across last one year by Adstage:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-12407 size-full\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/02\/4.png?resize=740%2C166&#038;ssl=1\" alt=\"\" width=\"740\" height=\"166\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/4.png?w=3760&amp;ssl=1 3760w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/4.png?resize=300%2C67&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/4.png?resize=768%2C173&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/4.png?resize=1024%2C230&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/4.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/4.png?w=2220&amp;ssl=1 2220w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Are_there_any_variations_in_Benchmark_CTR_CPM_and_CPC_across_geographies\"><\/span>Are there any variations in Benchmark CTR, CPM and CPC across geographies?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes, benchmark CTR, CPM and CPC do vary across markets. Following is a snapshot of CTR, CPM and CPC across geographies over the last year.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-12408 size-full\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/02\/5.png?resize=740%2C152&#038;ssl=1\" alt=\"\" width=\"740\" height=\"152\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/5.png?w=3760&amp;ssl=1 3760w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/5.png?resize=300%2C62&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/5.png?resize=768%2C158&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/5.png?resize=1024%2C211&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/5.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/5.png?w=2220&amp;ssl=1 2220w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p>Want to know more? Write to us at <a href=\"mailto:Help@TheMediaAnt.com\">Help@TheMediaAnt.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Summary Apart from being the most widely used social media platform, Facebook is also one of the most popular digital advertising platforms. In this post, we would look at Facebook&#8230;<\/p>\n","protected":false},"author":34,"featured_media":12410,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2109,2110],"tags":[230,1723,2751,2753,2754,2752],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/02\/1.jpg?fit=626%2C417&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/12403"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=12403"}],"version-history":[{"count":1,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/12403\/revisions"}],"predecessor-version":[{"id":12409,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/12403\/revisions\/12409"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/12410"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=12403"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=12403"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=12403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}