Click-through rates for game ads on Facebook fell in Q1 2017 while CPMs and cost-per-clicks rose by around 30%, according to Nanigans.

The advertising firm has released its latest edition of its Global Facebook Advertising Benchmark Report for Q1 2017. The report studies ad spend on Facebook across desktop and mobile advertising.

It found that game advertiser click-through rates fell 9% quarter-on-quarter and 6% year-on-year to 0.79%. Nanigans did note however that CTRs have remained fairly stable at around the 0.8% mark since Q4 2015.

On the rise

CPMs rose to $5.56, an increase of 17% quarter-on-quarter and 24% year-on-year. This is due to an increase in video ads, which command higher CPMs than non-video alternatives.

Cost-per-click also grew by 28% quarter-on-quarter and 32% year-on-year to $0.71. This is again due to the shift to video ads by many advertisers.

You can see the full report on ad spending on Facebook over on Nanigan's website.