The average CPM for those ads running along the right rail of friends’ Facebook profiles and brand pages have jumped 41 percent year over year since the first quarter of 2011, according to social advertising firm TBG Digital. TBG attributed the rate increases to Facebook becoming more attractive to advertisers, despite slowing user growth.
Experiencing even steeper growth in the quarter-over-quarter period were ads bought on a cost-per-click basis. TBG said that the average CPC for U.S. Facebook campaigns grew 20 percent quarter over quarter—even as the average clickthrough rate for examined U.S. campaigns fell 8 percent between Q4 2011 and Q1 2012.
