Facebook launched advertising app Sponsored Stories earlier this year, in a bid to make advertising on the platform more interactive.

Sponsored Stories are posts companies and individuals have paid to highlight in the News Feeds of their fans and friends. They have the potential to be more engaging than traditional Facebook advertising and are now available on both desktop and mobile versions of Facebook worldwide.

Mobile money maker

According to a recent study by marketing and technology company TBG Digital, Facebook Advertising using Sponsored Stories for Mobile is recording up to 13 times the click-through rates, and earns Facebook up to 11.2 times more money per impression than its desktop ads.

Early success

Facebook only began testing advertising in February, and mobile two weeks ago, and already numbers are proving that consumer’s interactivity with mobile is far greater than traditional desktop.

TBG Digital CEO Simon Mansell says “This is huge news that show mobile is potentially going to be the big revenue driver that Facebook needs, especially because the usage in there.”

According to Mashable, ‘the number of Likes each 1,000 mobile impressions generated was also higher on mobile, averaging 0.62% compared to 0.219% on desktop feeds.’

Selective reading

One of the reasons for the success of mobile advertising may be to do with quantity, rather than quality – on desktop versions, Facebook users are shown up to seven ads per day, while on mobile the number is between two to three.

Analysts feel that this may be to do with users perceiving ads as content used by friends, which they also want to learn about.

Hyper-mobile

Mobile advertising could also become hyper-localised, according to Techcrunch.com, with word that Facebook are working on a mobile app that targets specific advertisements to users within the vicinity of the business.