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Retailers Increase Average Order Value & Purchase Rates on Facebook Mobile this Cyber Monday

Written by: Andrew Waber, Market Insights and Media Relations Manager

Ecommerce advertisers using Nanigans generated terrific returns on Black Friday 2015, but arguably the best online shopping day of the year was still to come – Cyber Monday. As consumers got back to work, shopping at their desks remained a popular activity.

Building on a trend observed in 2014, ecommerce advertisers invested much more heavily in Facebook mobile during Cyber Monday 2015. Same-advertiser mobile ad budgets increased 134% compared to the four Mondays prior to November 30 of this year.

Cyber-Monday-2015-Mobile-Spend

Driven by significant returns on Facebook, these increased budgets led to 50% greater average order values (AOV) and a doubling of purchase rates on Cyber Monday as compared to the previous four Mondays.

Higher Returns from Mobile Advertising on Cyber Monday

+111%

Increase in Purchase Rates

From Prior Four Mondays

+50%

Increase in Average Order Value

From Prior Four Mondays

The continued increase in online advertising activity around the holidays is driven by an ongoing shift in consumer shopping behavior. The National Retail Foundation found that more people shopped online than in stores this Thanksgiving weekend – a trend that is certain to continue in the coming years.

With competition for savvy shoppers increasing, direct response advertisers need to employ new tactics during the holidays to effectively draw in consumers. For some inspiration, be sure to check out these creative examples to drive greater return on digital ad spend this holiday season.

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