Tel Aviv, Israel—Mobile advertising on Facebook, an option for marketers that is only about six months old, now accounts for 20.3% of overall ad spending on the social networking site, according to a study by social marketing company Kenshoo Social.
Among the study's other findings: Smartphone and tablet advertising diverge widely in terms of platform preferences. Among mobile campaigns on tablet computers, Apple's iPad dominates Facebook advertising, with a 97.0% share. For smartphones, however, the various devices powered by Google Inc.'s Android operating system command a 71.0% share.
The study also noted that mobile ads on Facebook cost 70% more than ads placed on Facebook's computer site. Kenshoo Social's study was based on an analysis of more than 2 million Facebook ad clicks and conversions in November and December.