Submitted by admin on Wed, 04/27/2016 - 17:17
1. Facebook mobile, not desktop, now a primary channel for e-commerce Mobile, assuredly, is not new. What is new is the e-commerce sector’s much more vigorous spend levels on the format. In prior years, desktop was an old gift that kept on giving to e-commerce advertisers — most noticeably in North America, where desktop penetration is relatively high. Sure, click-through rates were lower, but impressions were substantially less expensive (registration required), and purchase rates were slightly higher. Yet these trends no longer hold true in the first quarter of 2016. In 2014, North American e-commerce desktop CPMs were more than double comparative mobile CPMs. In this most recent quarter, that difference has shrunk to roughly 40 percent. Meanwhile, North American mobile e-commerce CTRs are now more than 200 percent higher than desktop figures, and large advertisers are seeing mobile purchase rates catch up or surpass those of desktop.
