Ads on Faceboook iOS generate more ROI in Android - EXAME.com

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Ads on Facebook Mobile: possible explanation for the differences would appeal to emerging markets and many low-cost running Android

São Paulo – advertising mobile is here to stay. But is there more effectively advertise on between iOS devices or Androids? A study of the company Nanigans says yes. Made with more than 200 billion ads on Facebook, he found that the announcements made on the iPhone have generated 1,790% more return on investment than the announcements made on Android devices. Worse, advertising on Android actually costs more than your return.

The company that conducted the study is one of the largest purchasers of Facebook ads focused on retailers. He also reports that last year, ad clicks the social network grew by 37% and the return on investment was 152%. But the numbers get more interesting when the focus is on mobile devices.

In the first three quarters of 2013, the RPC (revenue per click) in iOS was on average 6.1 times higher than in Android, the ROI (Return on Investment) was 17.9 times higher in iOS compared to Android. The numbers seem shocking and even controversial, and therefore Nanigans reluctant to publish them, but after analyzing and realized that they were not wrong and decided to put them on the internet.

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Ads in iOS return to retailer 162% more money than was invested as ads on Android devices return 10% less than what was investment in advertising. The Nanigans, however, does not attempt to explain or speculate why the disparity in numbers between the two platforms.

One possible explanation would appeal to emerging markets and many low-cost running Android. An audience with less buying power, buying cheaper and simpler devices also click less on ads and buy fewer products online.
To make matters worse the Android, the cost of Facebook ads on Android and iOS devices are almost the same with CPM (cost per thousand impressions) of $ 4.99 on iPhone and Android in U.S. $ 4.87.

The difference, however, is higher in CPC campaigns (cost per click) that pay per click given by the user, and not for impressions. In iOS, the cost is $ 0.40, while the Android is only $ 0.18. However, with a negative ROI, not even half the price on Android seems to be enough to be worth it.