Facebook CPMs grew by 63% year-over-year to an average of $6.33 in Q2, reports Salesforce in its Advertising Index Q2 2016 report [download page], though that represented a slower rate of growth and lower CPM than seen in Q1. CPM growth was highest in Canada (145%) and France (137%), followed by the US (74%).
Within the US, the report shows that on an industry level, the professional services ($15.78) and financial services ($12.84) sectors had the highest average CPMs, with e-commerce the only other to exceed $10 ($10.32). Facebook ad click-through rates, which averaged 1.29% globally and 1.15% in the US, were highest in the US for the retail (2.5%) and professional services (2.4%) categories, while lagging again for the gaming category (0.71%).
As for mobile app install ads (which are in the minority on Instagram and Pinterest), CPMs in the US ($9.62) continued to outpace the global average ($7.65). The average cost per install was also higher in the US ($4.88) than globally ($4.01), though Australia had by far the highest cost ($11.64) on that measure.
Social ads are being credited with higher purchase influence by adults in the US, according to MarketingCharts research. In fact, social ads’ stated purchase influence has grown across generations, climbing to the second-most influential paid media among Millennials.
Meanwhile, turning to other social platforms, the Salesforce report finds that:
- CPMs climbed by 42% quarter-over-quarter on Instagram, to $6.30;
- CPMs for Promoted Tweets were down on a year-over-year basis, falling from $5.26 in Q2 2015 to $4.29 in Q2 2016; and
- CPMs for LinkedIn Sponsored Status Updates increased by 13% year-over-year, from $26.05 to $29.43.
About the Data: The report is based on hundreds of millions of ad impressions and engagements by Marketing Cloud customers using Salesforce’s Advertising Studio platform from April 2016 through June 2016.