According to Facebook advertising platform Nanigans, retail is the highest-spending sector in online advertising, projected to represent 22 percent of all online ad spending in 2012 after growing 24 percent during the year.
Nanigans analyzed some 200 billion Facebook ad impressions via its Ad Engine platform during the first and second quarter, and it found that:
- Males are 12 percent less likely to click on ads and 14 percent less likely to make purchases online, while females are 1.5 times more likely to like and 2.2 times more likely to add items to their online shopping carts.
- Ads driving users to Facebook pages were 36 percent more likely to be clicked, but ads driving users to external sites saw cost per clicks 78 percent lower.
- Marketplace ads were 8 percent more likely to be clicked, but the cost per click was 48 percent lower for sponsored stories.