This sponsored post is produced in association with Ampush.
Many marketers believe the most valuable demographic on Facebook are millenials between 20 and 30. After all, they’re the most common users.
But a recent Mobile Advertising Trends Report flies against this. The most expensive targets from a media buying perspective are an older demographic. “Some of the most important users now are women between the ages of 40 and 50 and it surprised me that we saw the trend going in that direction,” says Jesse Pujji, CEO at Ampush, publisher of the report. As the report shows, while marketers could reach users between the ages of 25-34 for a CPM of $4.53, getting to 35-54 year-olds costs $6.36 per CPM.
Ad spending by age group tells another story. Budgets targeting 13-17-year-olds grew the fastest in Q3 at 369% year-over-year. Gaming advertisers are largely responsible, putting big money into reaching their demographic sweet spot.
The report also shows that the mobile advertising ecosystem is maturing. CPMs were up quite a bit, but customer LTV (lifetime value) and CPIs not nearly as much. “That’s a signal that Facebook’s system and approach is getting better at putting the right ad in front of the right person at the right time,” Pujji explains, “which is ultimately the holy grail of marketing.”
Another holy grail for marketers is simplicity. It’s one of the biggest current pain points because of how fast things are moving in the mobile advertising space and how much activity there is. “It’s unclear who’s driving real value and who’s not,” says Pujji. “Marketers want it be simple and straightforward, and that’s not always the case.”
Other highlights from the report include:
- Mobile advertising budgets increased 233% in Q3 2014 year-over-year
- CPM pricing increased 23% year-over-year to $4.90 driving be a continued adoption of high-performing mobile ad units
- Mobile app install CPIs grew 39% to $3.48 year-over-year alongside increased competition for new users
Get more details and insights. Download the full Mobile Advertising Trends report here.
Heading into 2015, Pujji sees important changes both for his own company and for the industry at large. In the next three months, Ampush expects to expand its in-feed advertising channels to include several Google properties, followed later by Pinterest and LinkedIn.
As for the industry, Pujji see the infrastructure for ecommerce finally catching up to users’ willingness to buy via mobile. “Mobile shortens the funnel pretty fundamentally,” he says, “ and I really think the chess pieces are in place for mobile ecommerce.” He also points to developments with deep linking and the ability for mobile apps to soon be able to be linked together the way web pages are linked. Currently, if you see an ad for a product and click, you’ll typically go to the web browser experience, or maybe the mobile app’s home screen. But with deep linking, users will be able to go directly to the product in an app with one click and buy it with Apple Pay.
“When you think about the implications of that as we turn the corner into 2015, I think next year will be the year of global ecommerce,” says Pujii. “But that’s just one man’s perspective,” he says with a smile.
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