Ad software firm Nanigans has released its latest survey into Facebook ad impressions in the Asia-Pacific region and it reveals interesting contrasts in the social media platform between different APAC countries.
The study found there will be 1.5 billion smartphone users by 2019 in Asia-Pacific region.
This report is representative of Facebook ad impressions delivered by customers leveraging Nanigans advertising automation software to advertise in the Asia-Pacific marketplace. It includes ad spend on both Facebook desktop and Facebook mobile, and excludes Facebook Exchange and Instagram.
Data specific to each studied region is based on millions of dollars in geographically- targeted Facebook ad spend between September 1, 2015 and January 31, 2016.
The results for each territory included:
Australia and New Zealand
Click-through rate – 0.9%
Cost per click – $0.67
Cost per mille (CPM) – $6.00
Mobile – 79%
Desktop – 21%
Interesting fact: Using Facebook’s multi-image or multi-video carousel ads is a highly effective tactic. For mobile app ads, Australian Facebook users click on carousel creative 68 per cent more often than non- carousel creative. For link ads, the carousel format drives 128per cent higher click-through rates.
Hong Kong, Taiwan, and Macau
Click-through rate – 0.6%
Cost per click – $0.47
Cost per mille (CPM) – $2.82
Mobile – 86%
Desktop – 14%
Interesting fact: Not only is mobile clearly the dominant platform to target, but video ads are comprising an increasing share of mobile ad spend. In Hong Kong, Taiwan, and Macau, 33 per cent of mobile ad spend goes toward video ad creative.
India
Click-through rate – 2.1%
Cost per click – $0.12
Cost per mille (CPM) – $2.54
Mobile – 77%
Desktop – 23%
Interesting fact: In India, 88 per cent of mobile Facebook ad spend is allocated to image vs. video ad formats. However, as India’s mobile infrastructure continues to improve, video ads will likely dramatically increase in usage.
South Korea
Click-through rate – 1.1%
Cost per click – $0.36
Cost per mille (CPM) – $4.01
Mobile – 95%
Desktop – 5%
Interesting fact: Mobile apps — and especially games — dominate in South Korea. Of all Facebook ad spend in South Korea among Nanigans customers, 75 per cent is spent on mobile app install ads.
Southeast Asia (Cambodia, Indonesia, Laos, Malaysia, The Philippines, Singapore, Thailand, and Vietnam)
Click-through rate – 1.5%
Cost per click – $0.11
Cost per mille (CPM) – $1.61
Mobile – 94%
Desktop – 6%
Interesting fact: Desktop penetration is comparatively low in Southeast Asia, but mobile dominates. Mobile app install ads account for 77 per cent of total Facebook ad spend by Nanigans customers in the region.
