Facebook Claims Mobile Ads Cost More Than Desktop Ads

CANNES, FRANCE — Bucking an industry trend, the price tag on Facebook's mobile ads are higher than those for its desktop ads, according to Carolyn Everson, Facebook's VP of global marketing solutions.

Everson says CMPs — the prices for ads to reach 1,000 customers — are higher on mobile than on desktop, though she declined to specify the difference. The higher costs for mobile may reflect the fact that right-hand column direct-response Marketplace ads that appear on Facebook desktop don't run on mobile. CPMs on mobile overall are $0.75 compared with $3.50 for desktop, according to a presentation from Wall Street analyst Mary Meeker in 2012.