Average CPMs were lower on Instagram ($4.44) than on Facebook ($5.75) on a global basis in Q1, reports Salesforce Marketing Cloud in an analysis of hundreds of millions of impressions and engagements from Marketing Cloud customers using its Advertising Studio platform. However, ads on Facebook boasted average click-through rates about 9 times higher than on Instagram (1% vs. 0.11%).
Within the US, Instagram has become a more popular advertising vehicle of late, though marketers around the globe predominantly choose Facebook for social advertising.
The global CPM for Twitter, meanwhile, fell by 4.9% year-over-year to $6.93. But the cost per engagement (CPE) more than tripled, from $0.21 to $0.79. Read the rest at MarketingCharts.com.