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Facebook 3Q17 Advertising Benchmarks

by Ayaz Nanji  |  
December 12, 2017
  |  1,519 views

The average clickthrough rate (CTR) of Facebook ads increased both year over year and quarter over quarter in 3Q17, according to recent research from iProspect.

The report was based on 3Q17 data from the Facebook campaigns of 210 brands managed by iProspect U.S. (the spend was not confined to US markets). The analysis included data from Facebook, Instagram, and the Facebook Audience Network (FAN).

Average CTR in 3Q17 was up 14% compared with 3Q16; average CTR was up 24% compared with 2Q17.

Some 82% of Facebook spend by iProspect customers in the third quarter of 2017 went to mobile News Feed placements.


Average CPM in 3Q17 rose 16% quarter over quarter and 4% year over year, in part due to traditional seasonal trends.

Energy/utilities brands paid the highest average CPM relative to spend in 3Q17 among the industries examined.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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