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TBG Digital’s CEO Simon Mansell tells me “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 a new study by TBG Digital on 278,389,453 Sponsored Story ad impressions across 17 clients, mobile news feed Sponsored Stories (the only ads Facebook shows on mobile) have a stunning click-through rate of 1.14% at a $0.86 CPC. That means Facebook earns $9.86 per 1000 impressions (eCPM), and that could actually rise as more advertisers realize the power of mobile Sponsored Stories and compete for impressions there.

Compare those numbers to the desktop news feed Sponsored Stories that get a 0.588% CTR at $0.63 CPC and earn Facebook an eCPM of $3.72, and Facebook is getting 1.93x the CTR and earning 2.65x as much on mobile sponsored stories compared to what it makes on the web.

say ads that are disguised as content have higher click-through and engagement rates than intrusive banners because they’re contextual and have quality conte

a new survey due out today by Harris Interactive for MediaBrix, a social and mobile ad firm, says otherwise. Harris asked online adults what they thought about three native ad formats—Twitter’s promoted tweets, "Sponsored Stories" on Facebook, and video ads that appear to be content. According to the survey, a majority found the ads negatively impacted or had no impact on their perception of the brand being advertised.

45 percent found promoted tweets misleading, while 57 percent and 86 percent said the same about sponsored stories and video ads, respectively.

Page post link ads delivered a 53 percent ROI. Page post photo ads delivered a 24 percent ROI. Page post ad units delivered an ROI 26 times higher than right-hand-side ad units. Page post photo ads delivered a 37 percent higher click-through rate than page post link ads and 20 times the CTR of right-hand-side ads. The cost per click for page post photo ads was 17 percent lower than the CPC for page post link ads and right-hand-side ads. Page post link ads delivered a 30 percent higher action rate than page post photo ads, as well as a 55 percent higher rate of purchasing users (the rate of purchasing users were 61 percent higher than for right-hand-side ads).

Page post link ads typically perform well for lead-generation campaigns and are effective in converting users off site. Page post photo ads are designed to capture attention with larger, more engaging photos, creating a seamless experience between paid, owned and earned media. Our study shows that this ad format demonstrated a higher CTR at a lower CPC resulting in a higher ROI than ads on the right-hand side.

visual breaks -- like a line or rule -- discouraged people from looking at items beyond the break, like a blurb. (This also affects ads

We found that when people look at blurbs under headlines on news homepages, they often only look at the left one-third of the blurb. In other words, most people just look at the first couple of words -- and only read on if they are engaged by those words.

People typically scan down a list of headlines, and often don't view entire headlines. If the first words engage them, they seem likely to read on. On average, a headline has less than a second of a site visitor's attention.

audience for mobile apps has hit 58 million in primetime — 8 p.m.

The IAB estimates that the U.S. mobile ad market brought in $3.4 billion in 2012. The IAB didn't break out revenues for apps vs. the mobile web, but Flurry has estimated that 80% of mobile activity occurs on apps

Kantar Media calculated that TV advertising accounted for $74 billion in ad revenues in 2012. Even if apps generated 100% of mobile ad revenues, the market would still be just 4.5% that of TV.

Facebook users will sit still for ads that, per current reports, will take over your desktop screen and run for 15 seconds, up to three times a day per user. What are the odds of that? 

Initially, the 15-second autoplay ads will appear on Facebook's desktop site; the social network is still working to bring them to its mobile app as well.

Facebook is expected to offer four daily "slots" for its video ads, each targeting a very large demographic: Women over 30 Women under 30 Men over 30 Men under 30

When you first load a webpage, the first thing that happens is it generates an impression, which is then forwarded to an ad server. So far, so good, but you might be surprised by how much that ad server knows about you. Using information gathered from Internet cookies, social media, and more, an ad server is capable of generating a unique profile of various metrics, almost like a QR code, that contains everything it knows about you: how old you are, your relationship status, what websites you browse, where you're located, etc. With that code generated, the ad server tries to match it against a pre-sold inventory of ads, almost like a key fitting into a lock. If the key fits, the process ends there, and an ad is returned that advertisers believe jibes with your unique personal profile. But it's what happens if the server doesn't have an ad that matches where things gets interesting.

Without a pre-sold ad to serve you, an ad server forwards your profile to an international ad exchange, where a network of different ad servers examine it and bid on it in real time. In a fraction of a second, a host of third-party servers around the world go into a bidding war for the opportunity to show you an ad, with the highest bidder taking the prize and filling your eyes.

While the online ad industry falls deeper in love with native ads that fade into the background of Web pages, consumers prefer ads that get in their face by taking over their computer screens. At least, that’s according to a new study on high-impact ads conducted by Ipsos ASI on behalf of Undertone.

It’s perhaps not surprising that Undertone and Ipsos found bigger ads drove more brand recall, since consumers are likely to remember big ads that interrupt their Web surfing. But it is surprising that respondents said they liked full-screen takeovers the best. These ads received likability scores that were 30 to 49 percent higher than standard display units, according to Undertone

One word of caution: This study primarily focuses on display ads—that is, it compared high-impact display ads with standard banners. Native was not part of the research. It would be interesting to see what consumers thought of native ads vs. full-screen takeovers, if given the choice.

Total digital ad revenue is now on the verge of passing broadcast television to become the top media source in the U.S. for ad revenue.

Mobile ad revenue more than doubled from the previous year to $3.4 billion from $1.6 billion, the second year in a row that mobile ad revenue has experienced triple-digit growth. Digital video revenue increased by 29% in 2012 to $2.3 billion and search ad revenue increased by 14% to $16.9 billion.

Search ad revenue still accounts for nearly half of all digital ad revenues, but it's share ticked down slightly last year while the share from mobile ads increased from 5% in 2011 to 9% in 2012.

Twitter has confirmed our scoop with the announcement of Tailored Audiences - its name for retargeted ads. Available globally to all advertisers via a slew of adtech startup partners, advertisers will be able to target recent visitors to their websites with retargeted Promoted Tweets and Promoted Accounts.

Twitter’s users are on mobile. Seventy percent of its ad revenue already comes from the small screens, and it likely follows that a majority of engagement is on mobile, too.

retargeting happens like this. You visit a website, say a travel booking site, and look at a page for buying a flight to Hawaii. You chicken out at the last minute, don’t buy, and navigate away, but the site has dropped a cookie for that Hawaii flight page on your browser. Then, when you visit other sites or social networks that run retargeted ads, they detect that cookie, and the travel site can show you an ad saying “It’s cold in SF. Wouldn’t a vacation to Hawaii be nice?” to try to get you to pull the trigger and buy the flight it knows you were already interested in. But without cookies on mobile, you can’t retarget there… …unless you can tie the identity of a mobile user to what they do on the computer. And Twitter can. It’s one of the few hugely popular services that individuals access from multiple types of devices.

71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.

These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010.

General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone 72% use their smartphones while consuming other media, with a third while watching TV 93% of smartphone owners use their smartphones while at home 

at the social network served up 39 percent more ad impressions in the most recent period than Q1 2012.

That impression increase likely has as much to do with Facebook's daily active user base growing by 26 percent year-over-year to 665 million people as it does any efforts to further boost its advertising revenue—up 43 percent year-over-year to $1.25 billion

Facebook’s mobile monthly active user base climb 54 percent to 751 million people (including 189 million people who only check Facebook from their mobile devices, up 128 percent year-over-year), but once again mobile jumped as a percentage of Facebook’s ad revenue, having gone from 0 percent in Q1 2012 to 14 percent in Q3 to 23 percent in Q4 to 30 percent in Q1 2013. Desktop ad revenue "stayed flat," Ebersman said, before qualifying the stagnation. "Flat desktop revenue does not reflect a particular trend relative to desktop demand. Instead, more inventory is being shown on mobile because that’s where people are spending more time," he said.

According to a new report from consumer researcher Nielsen, Net advertising saw the biggest increase among all ad spending worldwide in the first quarter, with a 12.1 percent increase compared to a year ago at the same time.

The report, called the Global Adview Pulse, also found increases in all other media, except magazines. Radio was second with a 7.9 percent increase, followed by outdoor advertising with 6.4 percent, ads in cinemas at 4.1 percent, newspapers at 3.1 percent, and 2.8 percent for TV. Magazines dropped 1.4 percent in ad spending.

Globally, advertising was up 3.1 percent in the first quarter year-over-year to US$ 128 billion, following a strong finish last year.

Overall desktop ad spending set to decline in 2014 while mobile grows 83.0% Desktop search in the US is poised for a significant decline this year as paid clicks on Google shift toward mobile devices, according to new figures from eMarketer. US mobile search ad spending grew 120.8% in 2013, contributing to an overall gain of 122.0% for all mobile ads. Meanwhile, overall desktop ad spending increased just 2.3% last year, according to eMarketer.

desktop search ad spending will drop $1.4 billion this year, a decrease of 9.4% from 2013, while mobile search will increase 82.3% year over year. Mobile search will total $9.02 billion, compared with $13.57 billion for desktop search. Overall, US spending on advertising served to desktops and laptops will decline 2.4% in 2014 to $32.39 billion, down from $33.18 billion in 2013. Google will have a notable influence on the overall shift from desktop to mobile search spending. In 2013, 76.4% of the company’s search ad revenues came from desktop. However, that share will fall to 66.3% in 2014 due to a $770 million decrease in desktop search ad revenues year over year, eMarketer estimates. At the same time, the company’s mobile search revenues will increase $1.76 billion, totaling approximately one-third of Google’s total search revenues.

Up from 19.4% in 2013, mobile search will comprise an estimated 26.7% of the company’s total ad revenues this year. Desktop search declined to 63.0% of Google’s ad revenues in 2013, having already fallen from 72.7% in 2012.

Facebook Exchange retargeting ads that appear within News Feed deliver an average increase in ROI of 197 percent compared to FBX ads on the right hand side of Facebook.com, according to an early study by Nanigans.

Sponsored Stories and Page Post Ads in the feed can have 10 to 20 times higher clickthrough rates than sidebar ads.

an average 17.1 times higher CTRs and 51 percent lower CPCs for FBX in News Feed versus in sidebar. As mentioned, ROI was 197 percent higher as a result.

Facebook confirmed to me it quietly unlocked the new device and OS mobile ad placement options when it officially launched its new mobile app install ads two weeks ago. These ads let developers pay to show links to their App Store or Google Play apps in the Facebook mobile news feed. Facebook needed a way to make sure devs were reaching users on the devices they build apps for.

Device and OS placements are somewhat similar to Facebook’s “broad category” device targeting that lets advertisers reach people with specific makes and models of phones like LG Androids or iPhone 5s. However, these ads can show up on both desktop and mobile. Placement targeting lets advertisers choose where they show up, not just to who.

there’s also the Android vs iOS socio-economic divide. A recent Forrester study found that iPhone-using households had an average yearly income about $16,000 higher than Android households. That means operating system and device type could augment data like biographical info, interests, and work and education history for targeting high or low-end products via Facebook ads.

A new study by Facebook brings some big news that, curiously, at first blush might not seem like much news at all. It's this: If you want to create successful ads for the social network, just do the same thing you would do if you were advertising on TV. Or in magazines. Or on the radio.

"Marketers were asking us, 'Are the fundamentals of advertising on Facebook the same as the fundamentals elsewhere?'" Bruich says. The results of the study point to yes, he says, and that means "the experience they've built up over the years and the instincts they've had can be applied to making more successful ads on Facebook."

Bruich is presenting the results of the study in a paper called "What Traditional Principles Matter When Designing Social" at the Advertising Research Foundation's Audience Measurement 7.0

its AdWords product - shown beside searches

"Advertisers have long been able to add informative visual elements to their search ads, with features like Media Ads" - which adds video ads on Google search results page - Product Listing Ads" - which appear in Google's shopping results box - "and Image Extensions", which allows advertisers to put small images alongside "sponsored results", when they buy advertising space over search results.

Market-research outfit eMarketer projected that Facebook will account for 21.7 percent of the global mobile ad market in 2014, up from 17.5 percent in 2013 and just 5.4 percent in 2012. Google still commands the lion’s share of the sector, with eMarketer pegging it for a 46.8 percent share in 2014, and attributing its drop from nearly 50 percent in 2013 to the social network’s growth. eMarketer also predicted a modest gain for Twitter, to 2.6 percent in 2014, from 2.4 percent in 2013 and 1.5 percent in 2012. For the sector as a whole, eMarketer projected that mobile advertising will jump 75.1 percent in 2014, to $31.45 billion, accounting for nearly one-quarter of total worldwide digital ad spending.

In 2012, only 11 percent of Facebook’s net ad revenues worldwide came from mobile, and last year, that figure jumped to 45.1 percent. In 2014, eMarketer estimates that mobile will account for 63.4 percent of Facebook’s net digital ad revenues. Mobile accounted for 23.1 percent of Google’s net ad revenues worldwide in 2013, and eMarketer estimates this share will increase to 33.8 percent this year.

consumers looked at native ads 53% more frequently that display ads, and 32% of respondents said they would share a native ad with a family member.

Does that mean those consumers will buy more of the products being advertised? The report claims an 18% lift in purchase intent for native advertising vs. banner ads. Cristina Heise, VP of ad agency gyro Cincinnati, says that ringing up a sale isn't necessarily the purpose of a native ad. "Most of marketing is about repeat exposure and conditioning associating an experience with a brand," she says.

Heise's view, native advertising "goes native" in the sense that it adjusts to its surroundings. That doesn't mean a BuzzFeed ad unit necessarily, though. Heise says a compelling fashion ad in Vogue could be considered native advertising.