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One of the major themes among ecommerce and gaming advertisers in the final quarter of 2018 was Stories advertising.
“Stories” is a still relatively new Facebook/Instagram format. Users share photos and short videos to their “Story” gallery that expire after 24 hours. Though nascent, Stories are popular and familiar to any regular Facebook and Instagram user. On Instagram, there are 400 million daily active people using Stories, with each user adding multiple Stories per day.
With this kind of scale, exciting advertising opportunities are sure to follow. Our new Facebook benchmark data shows that across a same-advertiser set using Nanigans, advertisers leveraging Stories are escalating ad spend. In Q4, budgets dedicated to the Stories format increased by 124% year-over-year and 94% quarter-over-quarter.
CTR, CPM, and CPC rates for Stories also saw large year-over-year increases. CTRs jumped by 52% compared to Q4 2017. CPMs saw sizable increases of 112%, and CPCs also grew by a robust 39%.
News feed (non-Stories) ads are still king. A vast majority of ad spend among Nanigans customers go to these ads. But the Stories format is quickly emerging as an ad placement that can perform in the same league as other ad units within the Facebook ecosystem. Brands that follow the proper ad creative guidelines for Stories ads could see a 50%-70% increase in mobile app ROAS (return on ad spend). Fitness guru and Nanigans customer Kayla Itsines (via her mobile app, Sweat) is one advertiser investing in Stories ads and seeing enviable mobile app ROAS.
We predict more advertisers will catch on to the Stories ROAS potential and allocate ad spend accordingly. We’ll continue following this growing trend throughout 2019.
For more Facebook advertising insights, download our full Global Facebook Advertising Report – Q4 2018. You’ll get the latest data on Stories and video advertising, as well as overall CTR, CPM, and CPC benchmarks by advertising objective and geographic market.