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Mobile video ad spend on Facebook reached a record high in Q4 2016

Nanigans digs into the details

Mobile video ad spend on Facebook reached a record high in Q4 2016

Mobile video ad spend on Facebook reached its peak in Q4 2016 with a 20% increase on Q3, according to Nanigans.

The advertising firm has released its Global Facebook Advertising Benchmark Report for Q4 2016. The report studies ad spend on the social network for the holiday period.

It found that 18.9% of all mobile ad spend in the Americas was spent on video ads. Game advertisers were the main advertisers to increase video spend, though Nanigan didn't break out specific numbers on how much they spent.

Cash for clicks

Click-through rates for games saw a slight increase of 2% quarter-on-quarter, rising to an average of 0.86%. This figure is also an 8% increase year-on-year.

CPMs also saw very little change with a Q4 average of $4.75. This is a 4% increase quarter-on-quarter, but a 3% decrease year-on-year.

Cost per click only saw minimal changes quarter-on-quarter, with an average of $0.55, up 2% from Q3 2016. This is however an 11% decrease year-on-year.


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