In Adobe’s Q2 Social Intelligence Report, the company (a Facebook Marketing Developer) points out that viewers feel Facebook delivers much more relevant advertising than Google’s YouTube. 51 percent of those surveyed by Adobe said Facebook ads were of “genuine interest,” while only 17 percent said the same about YouTube.

Among those polled by Adobe, the company found that YouTube users skewed heavily desktop vs. mobile (27 percent vs. 13 percent), while Facebook’s Instagram (created as a mobile app) naturally had a 21 percent viewership on mobile, compared to 4 percent on desktop.

Adobe found Facebook ads are getting more effective — while cost-per-click has remained generally flat in the past year, clickthrough rate has soared.

Tamara Gaffney, principal at Adobe Digital Index, discussed how Facebook has grown as an ad platform, despite plummeting reach:

Back in the day, Facebook put four display ads on a page and one day reduced it to two, recognizing that its mobile user base didn’t want to be looking at so many ads.