Facebook as a gaming advertising platform - is it losing effectiveness?
Is Facebook becoming less effective as an advertising platform for games? In an attempt to find an answer to this question, the Pocketgamer resource.biz analyzes the research of the Nanigans marketing company.
Among the clients of Nanigans are such serious companies as Zynga and eBay. Nanigans analysts analyzed the data obtained during the promotion of these and other companies. The conclusion they came to is as follows: the clickability of advertising games, i.e. the ratio of the number of clicks to the number of impressions (CTR) increased by 150% compared to the previous year. But if we compare the first quarter of 2015 with the last quarter of 2014, these figures fell by 9%.
The end of the year is traditionally the time for shopping, and its beginning is the time when sales are falling. The difference in numbers can be attributed to this fact. Nevertheless, the CTR for ads with games has been declining for six months now.
Does this mean that users see too many ads with games and are just tired of them? It is possible, believes Pocketgamer.biz . Since the advertising rates of non-gaming applications continue to grow all this time. They increased by 281% compared to last year’s figures, and in the first quarter of 2015 they increased by 12% compared to the figures of the last quarter of 2014.
The cost per click (CPC) for advertising games on Facebook continues to grow. At the beginning of 2015, it was 69% higher than it was at the beginning of 2014, and if we compare the last two quarters, it grew by 11%.
The cost per thousand impressions, or CPM, at the beginning of 2015 was $5.17. This is 324% more than in January 2014. It hasn’t changed in the last two quarters.
If we compare these three indicators, we can draw an unambiguous conclusion – as a platform for promoting Facebook games loses its effectiveness, the authors of the article are sure.
A source: http://www.pocketgamer.biz
Other materials on the topic:
- Facebook’s F8 Developer Conference – All the Most Important64 tips for Facebook promotion
