Facebook, the world’s largest social networking website, is now costing its advertising clients 23% more per 1000 impressions than as compared to the start of 2011, as per the report from TBG Digital. The TBG Digital Q4 2011 Facebook Advertising Report looked at Facebook’s 326 billion advert impressions it got, ran by 266 of its clients across 205 countries around the world.
As per the TBG Digital analysis, there is an average increase of CPC’s in US by 10%. This could point to increasing demand as more brands are doing advertising on Facebook and the supply plateauing as US growth slows. In comparison with UK, the cost per clicks has decreased there by 11% which could indicate that there is still further opportunity possibility in the market.
Adding to this, Cost per Thousand Impressions (CPM) rates have increased, on average by 8% between Q3 and Q4 in the market analyzed in the report. The report also indicates that out of the eighteen sectors, it has measured; the top five amounted to almost 70% of the total impressions served in Q4 2011. This indicates that Facebook need to broaden its approach to the sectors they currently appeal to.
TBG Digital is one of the largest global agencies specialising in Facebook marketing. With a wide range of clients running Offsite, Fanning and Facebook Application campaigns in many countries, TBG’s data provides a unique inside into the market.
Facebook is currently keeping its all focus on its upcoming giant $100 billion IPO, which is expected to be released in late may.
(Image Source: TBG Digital)
