Nanigans Q1 report: more Facebook ad money being spent on women


Nanigans, a Facebook Strategic Preferred Marketing Developer, recently released its Q1 2014 Facebook advertising trends report, finding that advertisers recognize the value of their female audience on Facebook and that teens don’t have money to spend.

From Q1 2013 to Q1 2014, Facebook advertisers allocated 63 percent of their budget to women and just 37 percent to men. Nanigans found that on average, ads targeted toward women cost 12 cents more than men, but delivered a 39 cent higher revenue-per-click. When they examined key performance indicators by age group, the revenue-per-click data suggested that the teen demographic, those 18-24, was the worst monetizing demographic and 45-54 was the best performing age group.

The surge of Facebook’s mobile user base has also created new opportunities for advertisers. Mobile app install ads have been wildly successful, but Nanigans predicted that mobile app engagement ads will attract a greater share of ad money in the later part of the 2014. But don’t count out desktop ads. The report found that advertisers continue to spend heavily on ads in News Feed with 81 percent of ad budgets allocated to desktop News Feed ads.

Other highlights from the report include:

  • Cost-per-click rates increased 10 percent from Q4 2013 because of an increase in demand for targeted audiences.
  • Click-through rates increased 4 percent quarter-over-quarter and 167 percent year-over-year, indicating that marketers are continuing to see high engagement on Facebook.
  • 76 percent of ad spend was allocated to ages 25 and older.
  • Mobile app install ads were the most popular mobile ad unit, capturing 74 percent of Facebook mobile ad spend.

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Publish date: April 22, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT