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Facebook makes up ground on mobile

Facebook was a little late bringing its mobile offering up to speed, but a new report suggests it's quickly making up for lost time.

20 per cent and rising

According to data from ad platform Kenshoo, 20 per cent of all Facebook ad spend is now going towards mobile.

That's a huge increase from the 14 per cent Kenshoo recorded back in October 2012.

Android's ace

Tellingly, Kenshoo's findings also revealed 71 per cent of Facebook ad spent for mobile is aimed at Android users.

There are now 192 million monthly users on Facebook for Android, compared to 147 million for iPhone. These figures suggest Facebook may start amping up its offering for Google's operating system.

However it's not all good news for Google, with Android tablets receiving only 3 per cent share of mobile spend to iPad's massive 97 per cent.

Year of change

Facebook first allowed ads on mobile in March 2012, and has been steadily improving its mobile features since then.

The investment looks to have paid off, with advertisers increasingly willing to invest in the burgeoning mobile marketplace.

Mobile bang for buck

Recent studies have shown that mobile ads achieve higher click-through rates than their desktop equivalents.

However mobile real estate doesn't come cheap, and are typically priced at 70 per cent more than desktop ads.

Moving forward, the challenge for Facebook will be in balancing the user experience with the increasing demand from high-paying advertisers.

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