salesforce.com, inc. (NYSE:CRM) has released a revenue report for three major social networks through its Salesforce Marketing Cloud. The report states that the three social network companies, namely Facebook Inc (NASDAQ:FB), Twitter Inc (NYSE:TWTR) and LinkedIn Corp (NYSE:LNKD) have multiplied their ad revenues by almost 50% over the past year.
The analyzed ad revenue was calculated from the first quarter period of 2014 to the first quarter period of 2015. Although the analysis involves the three platforms, Salesforce claims that the rising popularity of mobile smartphones has a lot to do with the spiking numbers. The report stated that more people browse the internet using their mobile phones.
Salesforce also found that the overall cost per thousand impressions (CPMs) dropped to $3.30 mostly due to seasonal trends. The drop represents an 11% decline from the fourth quarter of 2014 to the first quarter of 2015. Mobile CPMs were 9% more expensive than CPMs for Facebook Audience Network despite showing lower engagement. Salesforce reported 3% lower install conversions margins and 20 percent lower click-through rates.
The company further stated that advertisers who target Facebook audiences should employ precautions on their ad targeting so they can maintain the desired API and adequately high install conversion rates.
Salesforce studied two major ad types for Twitter, i.e. promoted tweets and promoted accounts. According to research findings, the two types experienced lower CPMs and minimal increases in costs per engagement. The promoted tweets rose by one coinage in the United States after every quarterly period, to $0.45. However, engagements dropped by 2% from 2.28%. The CPMs decreased to $8.92.
salesforce.com, Inc. (NYSE:CRM) found that the CPMs for linkedIn had dropped to $13.05 in the United States within the first quarter of 2015. Sponsored updates covered 40% of the social network’s overall ad revenue thus almost doubling the figures recorded in 2014. The information from the analysis was collected from more than 200 billion ad engagements and 2 trillion ad impressions by customers on Salesforce Marketing Cloud.
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