The behemoth social network recently hosted its first earnings conference call yesterday with CEO Mark Zuckerberg casting the company’s direction. Zuckerberg said earlier that developing Facebook’s mobile platform is a top priority of the company. The CEO also highlighted its plans to increase revenue from mobile ads. Now, a new report sheds some light into Facebook’s mobile strategy. According to a research conducted by EyeTrackShop, an online eye tracking solutions company, Facebook’s ads on its mobile apps seems to perform quite poorly, particularly on the iPhone. EyeTrackShop reportedly analyzed the eye movements of individuals as they accessed Facebook on the web, the iPhone, and on the iPad.

They then examined the attention of the individuals to the ads displayed on the social network. The firm allegedly found out (as you can see in the photo above) that a fewer number of people are noticing the ads on Facebook’s iPhone app. Also, according to their research, they also found out that among the three platforms tested (web, iPad, and iPhone), iPhone ads were the least efficient for brand advertisers in terms of awareness and recall. EyeTrackShop could be wrong, but I would say that I don’t usually mind the ads on my Facebook account. How about you? Do you think that the research is a little biased?

Filed in Web. Read more about Facebook.

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