Facebook News Feed ads are still relatively new, having first made their way onto the scene in 2012, and according to a new survey, 47 percent of users “occasionally” pay attention to or click them.
Lead by Opinion Research Corporation, and published by consulting services company Analytic Partners, 735 people over 18 were asked about advertising on Facebook.
Here were the findings:
- 85 percent are more likely to pay attention to or click on a News Feed ad if on the desktop site versus a mobile device.
- 60 percent are more likely to pay attention to or click on a News Feed ad if from a company they’re already following.
- 27 percent said the same for a Sponsored Story, and non-related ads came in at just 13 percent.
- 15 percent are interested in seeing News Feed ads on a mobile device.
- 67 percent are more likely to click on offers for discounts, 41 percent for contests/giveways, and 25 percent on videos.
- Facebook posts that encourage sharing (photos, comments, etc.) came in at 17 percent, and free app downloads at 16 percent.
- 83 percent felt auto-playing videos in the News Feed would be annoying and intrusive, while 17 percent felt they would be enticing to watch.
- Males are more likely to click on videos than females, coming in at 34 percent and 19 percent respectively.
- 51 percent never notice retargeted ads, and of the 49 percent who do notice, 30 percent said they don’t encourage them to take any action.
From Analytic Partners CEO Nancy Smith:
“As Facebook rolls out new formats, features and functionality, it’s become increasingly apparent that in order to see a real return on investment through this channel, advertisers must better understand the behaviors that drive both short-term actions and long-term loyalty.”
Facebook recently tried putting its ad revenue to use by acquiring Snapchat, but was turned down despite a generous $3 billion offer.