Study Claims Facebook Ad Return on Investment 18 Times Higher on iOS than Android

John Koetsier, writing for VentureBeat:

The study is by Nanigans, one of the biggest buyers of Facebook ads, and it focuses on retailers, saying that in the past year on Facebook’s desktop ads, clickthroughs are up 375 percent and overall return on investment is 152 percent.

But it’s when the report focuses on mobile advertising that the really surprising numbers pop up.

“Retailers are realizing significantly greater return from audiences on iOS than audiences on Android,” the report says. “For the first three quarters of 2013, RPC [revenue per click] on iOS averaged 6.1 times higher than Android and ROI [return on investment] on iOS averaged 17.9 times higher than Android.”

The report explicitly states that it applies to retail ads only, and results may be different for other categories, but the differences claimed here are so remarkable I find it hard to believe.

★ Thursday, 17 October 2013