Average CPMs were lower on Instagram ($4.44) than on Facebook ($5.75) on a global basis in Q1, reports Salesforce Marketing Cloud [download page] in an analysis of hundreds of millions of impressions and engagements from Marketing Cloud customers using its Advertising Studio platform. However, ads on Facebook boasted average click-through rates about 9 times higher than on Instagram (1% vs. 0.11%).
Within the US, Instagram has become a more popular advertising vehicle of late, though marketers around the globe predominantly choose Facebook for social advertising.
The global CPM for Twitter, meanwhile, fell by 4.9% year-over-year to $6.93. But the cost per engagement (CPE) more than tripled, from $0.21 to $0.79.
The next-most expensive ad type, Facebook mobile app install ads, registered an average CPM of $7.29 in Q1. That average masks a wide disparity in costs, which were highest in Japan ($11.80) and Australia ($11.61) and lowest in Spain ($2.83).
Cost-per-install (CPI), meanwhile, averaged $3.82, up 35% year-over-year. This metric was easily the highest in Australia ($12.53), and also increased by a much larger margin (+140%) than in any other country. In fact, cost-per-install decreased in Spain (-61%), France (-25%) and Germany (-23%).
Finally, the recently-acquired LinkedIn is a “premium platform for advertisers,” says Salesforce Marketing Cloud, with Sponsored Status Updates having an average CPM of $29.37.
See here for Facebook advertising CPMs and CTRs in the US by industry.