Dive Brief:
- Nanigans, an advertising automation software vendor, released its Global Facebook Advertising Benchmark Report for Q4 of 2015, reporting that retail marketers increased revenue metrics, continued to boost video ad spending, and saw an 11% spike in same advertiser ad spending compared to Q3.
- Retailer marketers also saw hikes in return on ad spend (87%), purchase rates (68%) and average order value (49%).
- Quarter over quarter overall video ad spending was up 41% and mobile video ad spending climbed 44%.
Dive Insight:
Nanigans' report discovered product ad retargeting was up 210% quarter over quarter, and carousel ad spending was up 34%. The results on video ad spending shouldn’t come as much of a surprise as Facebook has been actively testing video improvements and rolling out different video ad units for marketers, as well as emphasizing video in its users’ news feeds.
According to the report, "Adoption of video ads continues to grow among performance marketers, especially on mobile and outside the US. Thanks to integrated call-to-action buttons and an engaging visual format, advertisers increased spend on video ads globally in Q4."
Pete Vlastelica, EVP of digital for Fox Sports, told Ad Exchanger Facebook video ads were very effective for the network. "We found early on that view counts and engagement [were] very encouraging. It made sense for us to dedicate resources and investment to Facebook specifically and start to really learn what worked best on Facebook," he said.
In other recent Facebook news, the world's largest social platform is revamping its LiveRail by dropping the ad server business in favor of a programmatic private marketplace and mediation service with a focus on native and video.
