Nanigans | Advertising Automation 1

ASIA-PACIFIC FACEBOOK ADVERTISING BENCHMARK REPORT

The Asia-Pacific (APAC) region now leads the world in retail ecommerce sales, and has long been a top market for mobile game advertisers. Between the prevalence of online shopping, the exploding popularity of smartphones, and the dominance of mobile games and apps, the APAC market can be a goldmine for commerce companies advertising on Facebook.

While the opportunity to grow revenues using Facebook advertising is huge, the APAC region is highly diverse. Marketing teams must understand the unique cultures and market conditions of each geographic area they target in order to drive the highest returns from their advertising investments.

To give marketers in APAC and beyond critical insights to inform higher-ROI Facebook advertising, this report dives into performance benchmarks and best practices from specific markets in the region. Nanigans has in-market teams in Bangalore, Beijing, Singapore, and Sydney, offering localized support to marketing teams using Nanigans advertising automation software.

With nearly 1.5 billion smartphone users by 2019, Asia-Pacific brings enormous potential for advertisers on Facebook.

WHAT’S IN THE REPORT

Benchmark data on ad engagement, cost, and mobile/desktop trends

Unique data-driven insights for each region

Best practices for localized advertising

This report aggregates Facebook advertising performance data from Nanigans customers by the following regional groupings: 1) Australia and New Zealand, 2) Hong Kong, Taiwan, and Macau, 3) India, 4) South Korea, and 5) Southeast Asia: Cambodia, Indonesia, Laos, Malaysia, The Philippines, Singapore, Thailand, and Vietnam.

Asia-Pacific Facebook Advertising Benchmark Report | Nanigans 2

KEY BENCHMARKS

Australia and New Zealand

0.9%click-through rate (CTR)

$0.67cost per click (CPC)

$6.00cost per mille (CPM)

79% mobile

Mobile vs. desktop ad spend

21% desktop

DID YOU KNOW?

Using Facebook’s multi-image or multi-video carousel ads is a highly effective tactic. For mobile app ads, Australian Facebook users click on carousel creative 68% more often than non-carousel creative. For link ads, the carousel format drives 128% higher click-through rates.

CREATIVE BEST PRACTICE

With the proven effectiveness of carousel ads, try using multiple images or videos that clearly call out promotions to improve conversion rates. Creating carousel ads with bright, eye-catching creative can help drive better performance among audiences in Australia and New Zealand.

Asia-Pacific Facebook Advertising Benchmark Report | Nanigans 3

KEY BENCHMARKS

Hong Kong, Taiwan, and Macau

0.6%click-through rate (CTR)

$0.47cost per click (CPC)

$2.82cost per mille (CPM)

Mobile vs. desktop ad spend

86% mobile 14% desktop

DID YOU KNOW?

Not only is mobile clearly the dominant platform to target, but video ads are comprising an increasing share of mobile ad spend. In Hong Kong, Taiwan, and Macau, 33% of mobile ad spend goes toward video ad creative.

CREATIVE BEST PRACTICE

Don’t be afraid to use English in Facebook ad copy targeting audiences in Hong Kong. In this region, mobile app install rates tend to be higher from English language ads vs. ads in Mandarin.

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KEY BENCHMARKS

India

2.1%click-through rate (CTR)

$0.12cost per click (CPC)

$2.54cost per mille (CPM)

Mobile vs. desktop ad spend

77% mobile 23% desktop

DID YOU KNOW?

In India, 88% of mobile Facebook ad spend is allocated to image vs. video ad formats. However, as India’s mobile infrastructure continues to improve, video ads will likely dramatically increase in usage.

CREATIVE BEST PRACTICE

When retargeting customers with Facebook’s dynamic product ads, Indian retailers have found success by highlighting that recommendations are personalized. Try using language like “just for you” or “we think you’ll like these.”

Mobile vs. desktop ad spend

95% mobile

5% desktop

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KEY BENCHMARKS

South Korea

1.1%click-through rate (CTR)

$0.36cost per click (CPC)

$4.01cost per mille (CPM)

DID YOU KNOW?

Mobile apps—and especially games—dominate in South Korea. Of all Facebook ad spend in South Korea among Nanigans customers, 75% is spent on mobile app install ads.

CREATIVE BEST PRACTICE

When targeting a country with a savvy gaming user base like South Korea, be sure to focus video ads on exciting gameplay sequences to maximize clicks and install rates.

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KEY BENCHMARKS

Southeast AsiaCambodia, Indonesia, Laos, Malaysia, The Philippines, Singapore, Thailand, and Vietnam

1.5%click-through rate (CTR)

$0.11cost per click (CPC)

$1.61cost per mille (CPM)

Mobile vs. desktop ad spend

94% mobile

6% desktop

DID YOU KNOW?

Desktop penetration is comparatively low in Southeast Asia, but mobile dominates. Mobile app install ads account for 77% of total Facebook ad spend by Nanigans customers in the region.

CREATIVE BEST PRACTICE

Generate different ad creative to match the local language in each targeted country, including text within images. Localized ads tend to deliver stronger returns across Southeast Asia.

Facebook Advertising in Asia-Pacific: Global Insights Report | Nanigans

ABOUT NANIGANS

Nanigans advertising automation software empowers in-house marketing teams to grow the revenue impact of their digital advertising. More than $600M in annualized ad spend is managed through Nanigans software by commerce companies worldwide that rely on Nanigans as a strategic lever of customer growth and revenue generation for their companies.

Offered as Software-as-a-Service, Nanigans features multichannel programmatic media buying, predictive revenue optimization, and real-time business intelligence across today’s most valuable digital channels.

ABOUT THIS REPORT

This report is representative of Facebook® ad impressions delivered by customers leveraging Nanigans advertising automation software to advertise in the Asia-Pacific marketplace. It includes ad spend on both Facebook desktop and Facebook mobile, and excludes Facebook Exchange and Instagram. Data specific to each studied region is based on millions of dollars in geographically-targeted Facebook ad spend between September 1, 2015 and January 31, 2016.

The vast majority of Nanigans customers are direct response advertisers at ecommerce, gaming, and other Internet and mobile companies. Many leverage Nanigans’ ROI-based bidding algorithms, which focus on reaching high-value and high-ROI audiences (e.g. those who make purchases) and typically cost more to reach. As such, the data in this report may not necessarily be a proxy for the overall Facebook marketplace in each studied region.

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