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Marketers make a lot of choices on a daily basis, and the information they act on changes frequently. In an effort to keep the advertising industry straight, we’re launching a new series of blog posts, affectionately titled “Versus.” Here we will discuss two sides of Facebook advertising, and how each can help your brand.
More than half of Facebook users visit the social network every day. Since we’re talking about 1 billion users, that’s a huge number. When you consider that 75% of smartphones today have Facebook installed, and that their users can be targeted for likes, location — even off-Facebook activity — the potential for ad reach is mindblowing. Nearly 70% of transactions are now influenced by online and mobile research.
So, what’s the difference between marketing for a desktop Facebook audience vs. Facebook mobile? Here’s the breakdown:
In the early days of the Internet when Prodigy roamed the Earth, PCs reigned supreme. Though smartphone and tablet use is through the roof these days, don’t be too quick to dismiss desktop. Why?
As of January, 55% of American adults had smartphones, while 42% owned tablets, according to the Pew Research Center. Mobile presents an unparalleled opportunity to reach an ever-widening audience.
Although mobile’s star is on the rise, a sizeable amount of the population still uses PCs at home due to ease of use, concerns about privacy and time required to complete an activity. A study commissioned by Facebook showed that a majority of online adults use more than one device a day in the US, which means marketers must take the mobile/desktop continuum into account when creating Facebook ad campaigns, or risk alienating a large audience of versatile media consumers. And the ROI for targeting these adults is considerable. As Consumer Technology VC James Slavet says, “Companies such as One Kings Lane have found that cross-device customers are several times more valuable than desktop-only customers.”
Have you found more success with desktop or mobile advertising on Facebook? We’d love to hear your take.