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Facebook’s global presence is predicated on its ability to serve ads to every country it operates in. Of course, the cost and potential reach of an ad can vary wildly from country to country, and from region to region. To provide advertisers and marketers with some guidance regarding this fluid marketplace, Nanigans analyzed Facebook advertiser activity across its entire network, breaking out spend, reach, and ad format data on a country-by-country basis. In the below infographic, we explicitly focus on countries within Europe and the Americas.
To help quantify the differences between the two regions, Nanigans examined all Facebook-based ad campaigns run through its advertising automation software spanning from January 1 through April 30, 2015. The data analyzed consists of spend, clicks, and impressions. As a note, all spend figures were converted to U.S. dollars for the sake of consistency.
In total, the sample encompassed hundreds of millions of dollars in ad spend and tens of billions of ad impressions across more than 45 European, North, and South American countries over the study period. In order to focus on the largest markets for Facebook advertisers, the countries specifically called out represent the top four countries in Europe and the Americas, respectively, in terms of GDP.
Nanigans also utilized country-by-country Facebook user totals provided via Facebook’s API, together with the most recent population estimates available to determine Facebook reach as a percentage of a country’s population.
While Europe and the Americas have generally been desirable markets for advertisers due to their sizable numbers of developed or developing markets, the data show some striking differences and similarities between countries on a number of key ad-specific metrics.
Click here or on the image below to download a full size PDF version of the infographic.