There is a new report coming from Nanigans, a social ad automation company, that shows substantial growth in both YoY Facebook ad spend, as well as on the overall Return on Ad Spend (ROAS). The average increase in ad spend in Q3 2016 was +249 YoY, while the average ROAS was also up 26 percent from the year before in 2015.
A big driver of this increase was Facebook’s expanded Audience Network. In Q2 2016, this allowed brands to reach out to non-Facebook users and Facebook video ads to the Audience Network in May, which opened it up to many more ad types. The off-Facebook audience network spend, from Q2 to Q3 2016, increased by four percent. There wasn’t any degradation of the inventory quality with click-through rates, as they rose by 37 percent in the same period.
Another important Q3 metric even included a new Global CTR high, which is at 1.66 percent, and a large drop in average CPC as clicks dropped to $0.36, which is the lowest number that Nanigans has ever recorded.
The data is derived from the delivery of $600 million spent on Nanigans’ platform. The majority of these advertisers are direct response, according to Nanigans, with a concentration in the fields of gaming and e-commerce. 96 percent of all the spends that were tracked came from unpublished page post ads, mobile app install ads, dynamic ads and domain ads.
Check out the official Nanigans Q3 report. for more details, such as the breakdowns by category and full report information.