By David Murphy
Fiksu has published a report, Facebook Audience Network Investigation – Value Beyond CPI, which reveals performance differences between Facebook Audience Network ads, traditional Facebook News Feed ads and other display networks. The report includes side-by-side comparisons of app marketing data from Fiksu clients that ran campaigns on both Facebook traffic sources as well as display ads, showing that Facebook Audience Network delivers clear value beyond simple metrics like Cost Per Install (CPI).
“The Facebook Audience Network provides value to marketers well beyond the app install,” said Sriram Krishnan, product manager, Facebook. “It was most interesting to see the conversion and LTV (lifetime value) results come through so favourably in their research, further validating that the targeting power of the network was in line with News Feed and far better than display networks.”
Fiksu’s research shows the engagement power of the Facebook Audience Network in attracting loyal, high-quality users despite higher CPIs than traditional Facebook News Feed ads.
The report reveals a high number of returning users, 25 per cent higher than display and just five per cent lower than Facebook News Feed. It also shows a drastically lower cost per purchasing user. While Facebook News Feed drove the lowest cost per …read more
Source:: Mobile App News