Larry Kim at WordStream has been digging into Twitter and Facebook, looking at their respective network size and ad engagement.
Facebook: 1.15bn active users that share 4.75bn items daily.
Twitter: 232m active users posting 500m tweets a day.
Twitter claims 13% of social media advertising budgets compared to 57% for Facebook.
Engagement rates for Twitter ads can be as high as 1%-3%, much higher than Facebook’s average CTR of 0.119%.
Average CPM is significantly higher on Twitter, at up to $3.50 compared to an average CPM of $0.59 on Facebook, and Twitter does not release stats on ROI (109% for Facebook).
Revenue per visitor (RPV): $0.93 for Facebook compared to $0.44 for Twitter. Facebook’s RPV is double that of Twitter’s, but note that Twitter’s RPV is up 300% year on year.
While Facebook currently leads in mobile market share, expect big growth from Twitter in this area. By 2015, Twitter is expected to net $1.33bn in worldwide ad revenue, and more than 60% of that will be from mobile ads.