We’ve talked quite a bit in the past about Instagram’s new mobile advertising initiatives, but it also seems to be doing pretty well in the gaming department, despite the high costs that comes with them.
This report from Pocket Gamer indicates that various companies, including AppsFlyer and Apsalar, have joined in regarding analytic support for the site, alongside Kenshoo, which has indicated that some advertising numbers for games have arisen from the site, based on “a selection of games spanning the Social Casino, RPG, Strategy, Sports and Match 3 genres.”
These include a 2.32 average click-through rate (CTR), a $4.17 average cost per install (CPI), a $.36 average cost-per-click (CPC) and a $6.22 average cost-per-thousand impressions (CPM).
These are some interesting differences from numbers provided by Nanigans for gaming advertising on Facebook through the first quarter of 2015, which include a 0.65 percent average CTR, and $.80 CPC and a $5.17 CPM.
When it comes to visiting the site for mobile purposes, Chartboost provided these recent numbers, in terms of cost-per-install for the U.S.:
- iOS Average: $2.23
- iPad Average: $2.59
- iPhone Average: $2.04
- Amazon average: $1.78
As a result, Instagram has a larger number of users when it comes to click-through rates in general, although it could be costly to some publishers that aren’t expecting that kind of windfall in terms of popularity. Still, this is more good news for the Facebook-owned photo/video site, indicating that its advertising model is coming across better than expected.
Companies with larger budgets based on their mobile releases may find this to be music to their ears, as it’ll mean bigger business in the long run even if that means a bit of up-front costs getting into it.
Expect the advertising initiative and Instagram’s growing list of partners to continue well into the end of 2015, as well as 2016 and beyond.