How Average Global CPMs Compare Across Social Networks

June 24, 2016

This article is included in these additional categories:

Advertising Trends | Asia-Pacific | Digital | Europe & Middle East | Global & Regional | Social Media

Salesforce-Global-Average-CPMs-by-Social-Network-in-Q1-June2016Average 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.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This