Facebook Ad Spending Continued to Surge in Q4 2015 (Report)

Advertisers using the platform of Nanigans, a Facebook Marketing Partner, boosted their spending on Facebook ads during the fourth quarter of 2015.

Nanigans found that its clients’ ad spending during the fourth quarter of 2015 was up 11 percent compared with the third quarter, which saw a 16 percent quarter-over-quarter lift.

Video ads, dynamic product ads and carousel ads were also spotlighted by Nanigans for their strong performance during the period.

Nanigans’ findings included:

• The number of advertisers using the Nanigans platform to manage dynamic product ad campaigns soared 210 percent during the quarter.
• Ad spending on carousel ads was up 34 percent during the fourth quarter of 2015.
• Global click-through rates rose 17 percent quarter-over-quarter and 62 percent year-over-year during the period, to 1.12 percent, marking the highest CTR since Nanigans began tracking the metric in the third quarter of 2013.
• E-commerce advertisers topped the 1 percent mark for CTRs for the first time, reaching 1.06 percent, up 62 percent from the fourth quarter of 2014.
• CTRs for game advertising, at 0.8 percent, were up 24 percent versus the third quarter of 2015 and 11 percent compared with the year-ago period.
• Video ads represented 28 percent of gaming ads in the fourth quarter of 2015, up from 22 percent in the previous period.
• Costs per click of $0.57 in the fourth quarter of 2015 were up 6 percent from the third quarter and down 11 percent from the prior-year period.
• E-commerce advertisers saw their CPCs rise 21 percent quarter-over-quarter, to $0.69, not as dramatic as the fourth-quarter-2014 increase of 29 percent, to $0.63.
• Gaming advertisers saw CPCs drop 19 percent to $0.61.
• Cost per thousand impressions (CPMs) was up 24 percent quarter-over-quarter.
• Global CPM increases of 45 percent for 2015 as a whole were outpaced by CTR increases of 62 percent.
• E-commerce CPMs of $7.35 for the fourth quarter of 2015 were up 33 percent from the third quarter and 49 percent year-over-year.
• Gaming advertisers’ CPMs barely moved quarter-over-quarter, rising 1 percent to $4.92.

Readers: What did you think of Nanigans’ findings for the fourth quarter of 2015?