• DE&I Commitment
  • Careers
  • SIGN IN
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Omnichannel Advertising
    A platform that connects all walled garden media for more effective campaigns
    Data Connectivity
    Make data-driven decisions as you plan and strategize
    Product Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Case Studies
  • News and Events
    Check out recent announcements and see what we’re up to
    Newsroom
    Check out our recent media mentions and announcements
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    Cannes Lions 2023
    Don't miss your chance to meet with Skai leadership in Cannes
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Marketer Insights
    Read the latest blog posts and thought leadership from Skai and other industry experts
    Skai Research
    Explore our studies, reports and whitepapers so you can keep up on the latest industry trends
    Quarterly Trends Report
    See the key digital marketing trends from Q1 2023
    The Breakthrough
    The only resource hub built for marketers in the new era of omnichannel
Back to Blog

Oslo, Norway Tops List of Most Expensive European Capitals for Facebook Advertising

Skai™

July  08, 2015

London, Paris, and Monaco are well known worldwide for their high property prices and being home to the super-rich, but are they the most expensive places to live… on Facebook®?

As Facebook reaches an increasingly global audience, advertisers have the ability to target users in specific geographic locations, with advertising costs varying from city to city.

In a previous post, I explored the top 10 most expensive U.S. cities to target on Facebook and found that San Francisco took the top spot. This time around, we looked at European capitals and found that this honor goes to Norwegian city Oslo, followed by the Vatican City, Helsinki, and Berlin.

Facebook provides a “suggested bid” based on the competitive landscape of the targeting chosen, and we used these figures to compile our rankings (see table).

European capitals for Facebook advertising_LK

Top and bottom of the European advertising table

Oslo tops the charts, presumably due to the high competition to reach its affluent, but mid-sized, population. In contrast, the size and diversity of London’s Facebook population might mean that it is easier for brands to hone in on specific audiences using additional targeting options, so costs might be lower per user when targeting the entire city. London ranks 9th in the analysis, while Paris is 11th and Monaco 15th. Other large capitals outside the top 10 are Madrid (16th), Rome (22nd) and Athens (33rd).

The Vatican City combines a small population with a high demand to reach them, pushing up the suggested bid; however advertisers will not be able to reach its most famous resident, as Pope Francis is not on Facebook!

The cheapest European capitals to target with Facebook ads are Skopje in the Republic of Macedonia and Sarajevo in Bosnia & Herzegovina – which are 24 times cheaper than Oslo. Cities towards the bottom of the table combine small actual and Facebook populations with lower average incomes, and consequently generate less competition when it comes to advertising.

Looking at figures, Oslo’s suggested bid is $0.73 per user click, compared to $0.03 for Skopje and Sarajevo. The Vatican City’s suggested bid is $0.70 per click. There is then a drop in suggested bids, with the next five cities (Helsinki, Berlin, Bern, Stockholm and Copenhagen), all at between $0.50 and $0.58.

For comparison, similar research completed in February 2015 for U.S. locations found that the suggested bid for top US city, San Francisco, was $1.02, ahead of Washington DC at $1.01 per click. The suggested average bid for targeting the entire United States at the time was $0.92 per click.

This analysis underlines the possibilities for location-specific targeting with Facebook advertising, one of the many targeting options available. To get the most from your advertising budget, you need to focus in on the segments that prove to be most valuable to you. By honing in on your target audience’s attributes, you reduce wastage and maximize ‘the bang’ from your budget.

Methodology

The wide range of advertising costs between European capitals reflects factors such as the location of ad placement and advertising demand. The analysis is based on suggested maximum bids for “News Feed” placements on desktop and mobile (News Feed ads typically get higher click through and conversion rates – usually at a higher cost, vs. right hand column placements). Geographic targeting was set at the city level + no radius (the default setting includes a 25mi radius). Suggested bids are subject to change, as competition causes them to fluctuate. European data was analyzed on 17 June 2015, with US cities analyzed in February 2015.

Facebook® is a registered trademark of Facebook, Inc.

  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Facebook Ads
  • Previous Post
  • Next Post

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
    • The Breakthrough
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
ProviderOwner of this website, Imprint
PurposeSaves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s).skai.io, skai.io
Cookie Nameborlabs-cookie
Cookie Expiry1 Year
Name
ProviderOwner of this website
PurposeThis cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie NameacsbState, acsbReset
Cookie Expiryn/a
Name
ProviderOwner of this website
Host(s)skai.io
Cookie Namewordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie ExpirySession / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderOwner of this website
Host(s).chilipiper.com, skai.chilipiper.com
Cookie Namefs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie ExpirySession / 2 Years
Accept
Name
ProviderOwner of this website
Host(s).comeet.co, www.comeet.co
Cookie Namevisid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie ExpirySession / 1 Year
Accept
Name
ProviderOwner of this website
Host(s)skai.io
Cookie NamemoduleFormPardotDownload
Cookie Expiry30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeCookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name_ga, _ga_*, _gat,_gat_*,_gid, GOOGLE_ABUSE_EXEMPTION, AEC, __Secure-ENID, SOCS, CONSENT
Cookie ExpirySession / 2 Years
Accept
Name
ProviderHotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
PurposeHotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s)*.hotjar.com
Cookie Name_hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie ExpirySession / 1 Year
Accept
Name
ProviderOwner of this website
PurposeVWO is AB Testing software that we'll use to test different elements of the website - form placement, nav, different page layouts, etc.
Privacy Policy https://vwo.com/compliance/cookies-notice/
Host(s).skai.io, dev.visualwebsiteoptimizer.com
Cookie Name_vis_opt_exp_{CAMPAIGNID}_goal_{GOALID}, _vis_opt_test_cookie, _vis_opt_exp_{CAMPAIGNID}_combi, _vis_opt_exp_{CAMPAIGNID}_exclude, _vis_opt_exp_{CAMPAIGNID}_split, _vis_opt_s, _vis_opt_out, _vwo_uuid, _vwo_uuid_{CAMPAIGNID}, _vwo_ds, _vwo_sn, _vwo_uuid_v2, _vis_opt_exp_{CAMPAIGNID}_combi_choose, _vwo_referrer, _vwo, _vwo_global_opt_out, _vwo_ssm, uuid
Cookie ExpirySession / 10 Years

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderLinkedin
Cookie Namelidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie ExpirySession / 1 Year
Accept
Name
ProviderSkai
Cookie Nameken_gclid
Accept
Name
Provider6sense
Cookie Name_gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie ExpirySession / 400 Days
Accept
Name
ProviderPardot
PurposeCookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s).pardot.com, pi.pardot.com, skai.io
Cookie Namepardot, visitor_id*, lpv*
Cookie ExpirySession / 10 Years
Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeCookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie NameIDE, 1P_JAR, NID, _gcl_au, OTZ, test_cookie
Cookie ExpirySession / 400 Days
Accept
Name
ProviderOwner of this website
Cookie NamePHPSESSID, sid, okto-autoposter-XXX, oktgid, oktsid, oktlogid-XXX, oktolead-XXX-Email, oktolead-XXX-Company, oktolead-XXX-FirstName, oktolead-XXX-LastName, oktolead-XXX-Phone, oktolead-XXX-Country, oktolead-XXX-Url, oktolead-XXX-State, oktolead-XXX-Comment, optout
Cookie ExpirySession / 2 Years
Accept
Name
ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
PurposeCookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name_fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie ExpirySession / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
ProviderWistia
Host(s).wistia.com
Cookie Namecb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie ExpirySession / 400 Days
Accept
Name
ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
PurposeUsed to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s).instagram.com
Cookie Namepigeon_state
Cookie ExpirySession
Accept
Name
ProviderOpenstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
PurposeUsed to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s).openstreetmap.org
Cookie Name_osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry1-10 Years
Accept
Name
ProviderTwitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
PurposeUsed to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s).twimg.com, .twitter.com
Cookie Name__widgetsettings, local_storage_support_test
Cookie ExpiryUnlimited
Accept
Name
ProviderVimeo Inc., 555 West 18th Street, New York, New York 10011, USA
PurposeUsed to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s)player.vimeo.com
Cookie Namevuid
Cookie Expiry2 Years
Accept
Name
ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
PurposeUsed to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s)google.com
Cookie NameCONSENT
Cookie Expiry6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint