AdRoll Launches Mobile Retargeting Solution For Cross-Device Campaigns

AdRoll Logo Today, AdRoll announced a private beta launch of a new mobile retargeting offering that enables marketers to retarget users across devices. The mobile retargeting solution allows marketers to identify high-intent desktop users and target them across mobile devices to promote app installs and conversions on mobile optimized sites. AdRoll, currently the only ad tech that integrates with both Facebook and Twitter, enables advertisers to retarget desktop site visitors as they visit Facebook and Twitter on their smartphones and tablets. Marketers can also retarget mobile web visitors when they b [...]

FBX Advertisers Spent More, Saw Conversion Costs Drop 18 Percent YoY This Holiday Season

fbx Facebook's ad retargeting platform Facebook Exchange continued to attract larger budgets from advertisers over the holiday shopping season.  According to new data from Facebook Exchange DSP, Triggit, advertisers spent 127 percent more on spend on Facebook Exchange (FBX) ads in November and December 2013 than the same period in 2012. Though average CPMs shot up 42 percent year-over-year, advertisers benefited from 58 percent higher click-through rates (CTR) and 18 percent lower cost per conversion compared to the 2012 holiday period. The retail vertical spent 64 percent more on FBX adver [...]

Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles

facebook-exchange-featured Cyber Monday's performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook's retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set. In 2012, most advertisers were still testing the FBX retargeting platform with relatively small budgets. This year, Triggit saw advertisers increase spend on FBX by 51 percent on Cyber Monday compared with the same day last year. Conversion rates rose 34 percent year-over-year on Cyber Monday. Click-t [...]

Facebook Opening Access To Custom Audiences For All Advertisers By End Of November

Facebook for Business Facebook announced today it will open access to its Custom Audiences ad targeting tool to all advertisers by late November. The feature will begin rolling out today for a limited number of US advertisers, with a global roll-out starting next week. Before today, Facebook's Custom Audiences was only available through its API and Power Editor tool. Soon, all Facebook advertisers will be able to leverage Custom Audiences to find existing customers and reach new prospects: Small businesses in particular will now be able to use their current customer lists to reach people on Facebook. And, for t [...]

When Pigs Fly: Why Facebook And Google Are Becoming Ad Partners

google-facebook-pigs-fly-featured You may have raised your eyebrows at last week's announcement from Google that it is partnering with Facebook to offer its clients access to Facebook Exchange (FBX) inventory through DoubleClick Bid Manager. Two competing online ad giants entering into a partnership? Why would Facebook finally want to open up to Google, and why would Google want to sell Facebook inventory? After all, Google took over the top spot in digital display revenue from Facebook last year, according to eMarketer. That same study estimates Google's display ad revenue share will continue to grow at a solid clip from 1 [...]

Google’s DoubleClick To Offer FBX Ad Inventory In Coming Months

DoubleClick Campaign Manager DoubleClick, Google's online advertising solutions company, announced today it will be extending its advertising services to include ads on FBX, Facebook's real-time bidding exchange. According to the announcement, DoubleClick clients will be able to buy ad inventory on FBX via the DoubleClick Bid Manager, "in a few months." DoubleClick claims access to dozens of private and public exchanges in more than 75 countries, and says it continues to experience double-digit quarter-over-quarter growth in spend, with Q3 2013 representing its biggest quarter ever. [...]

Infographic: How Retargeting Through Facebook Exchange Works

FBX infographic They've been to your site and left. Chances are, those prospects will head to Facebook, at some point. If so, you have the ability to reach out and encourage them to come back. How? Through Facebook Exchange, a method that allows for advertisers to "retarget" or show messages on Facebook to people who've been to their site. The folks at MDG Advertising have put together an infographic that explains the system, the basics of how Facebook Exchange (called FBX for short) works, and how retargeting ads appear both within the main News Feed area and in the right sidebar area, along with related [...]

Facebook Ad Clicks Rose 16.4 Percent, Conversions Up 56.9 Percent In Q2 [Study]

facebook Facebook advertising is continuing to show strong results for advertisers. That's according to Kenshoo Social which released its Q2 review of Facebook advertising this week. The stats  show substantial performance increases across all key metrics. Analyzing more than 75 billion Facebook ad impressions from advertisers using the Kenshoo Social platform, the company saw click through rates rise 18.5 percent with total clicks increasing by 16.5 percent in Q2 compared to Q1 this year. Engagement rates beyond the click shot up as well. Conversions rise 56.9 percent and revenue increased by 2 [...]

Quantcast’s FBX Integration Goes Beyond Retargeting, Lets Advertisers Target Prospects At Scale

Retargeting through Facebook Exchange (FBX), Facebook's real-time bidding ad exchange, has proven exceptionally popular for brands seeking to reconnect with customers and site visitors. Now Quantcast has introduced a new integration with FBX that allows advertisers to target look-alike audiences that match the profile of their customers on Facebook. Quantcast predicatively models target audiences based on the online media habits of an advertisers' converting customers and then applies that data through FBX to pinpoint prospects on Facebook in real time. Quantcast then continually update [...]

Facebook Insights Gets A Refresh: New Interface, Rate Comparisons, Filter Options & More Stats To Track

Facebook logo Last month, we reported on new features for Facebook Insights being rolled out over the coming weeks. Now that a number of the features are available, Facebook marketer Jon Loomer has published a comprehensive overview of the updates on his blog at According to Loomer, Facebook Insights is, "drastically different than before." He outlines a number of new features, including an improved interface, rate comparisons, a click and drag date select tool, and more filtering options. An additional feature is the new "Best Post Types" that highlights best performing posts based on [...]

FBX News Feed Ad Study: CTRs 21X Higher, CPCs 79% Lower Than Standard Retargeting

When Facebook introduced its retargeting platform, Facebook Exchange (FBX), last year it was a nearly instant success, with partners raving about performance metrics. Then, earlier this year, Facebook opened up its News Feed to retargeting. We've seen early positive reports on News Feed retargeting, and now Ad Roll has released its latest data on FBX in the News Feed. AdRoll looked at over 1 billion impressions from 547 advertisers running retargeting campaigns on FBX right-hand side, FBX News Feed and standard web retargeting. After just one month, News Feed FBX accounted for 15 percent [...]

Facebook Updates Page Post Link Ads In An Effort To Produce Better Conversion Rates For Advertisers

facebook Facebook announced three updates to their Page post link ads today. With the new updates, advertisers can customize images, create unpublished Page post links ads directly in the ad create flow, as well as have more options when posting an ad with an off-site link destination. Advertisers can now customize images by uploading their preferred image for a Page post link ad instead of Facebook automatically sourcing a thumbnail image based on images from the linked site. Advertisers can customize images via the Page composer, create flow, Power Editor and the API. Facebook has also made [...]

Unpublished Posts: Using “Dark Posts” On Facebook To Test Content

Screen Shot 2013-04-03 at 5.43.58 PM Did you know that Facebook offers the capability to create unpublished posts on your Facebook Page? Such “dark posts” have actually been around for over six months, but it was only recently that Facebook has allowed them to appear in the Newsfeed. With Newsfeed being by far the most engaging placement on site, it’s not a surprise that more and more advertisers are expressing a renewed interest in unpublished posts. The primary (and most exciting) use case for creating unpublished posts is message testing. Before “dark posts,” Pages that wanted to test post content would have to bl [...]

EMarketer: Google Takes Back Top Spot In 2012, Out-Selling Facebook In Digital Display Ads

display-ad-featured Google took the lead in US digital display ad revenue last year, earning $2.26 billion. After coming in second to Facebook in 2011, Google outsold their top competitor in 2012, selling $80 million more than Facebook's $2.18 billion. In last week's digital display ad earnings report, eMarketer predicts Google will continue to lead Facebook and Yahoo, earning an estimated $3.11 billion in digital display ad revenue by year's end. The overall US display advertising market is expected to grow 18.1 percent in 2013, with Google, Facebook, Yahoo, Microsoft and AOL forecasted to earn a combined [...]

Facebook Exchange Gains “Page Post” Ads, Puts Retargeting In News Feed

facebook-exchange-featured Facebook Exchange -- Facebook's ad network that allows advertisers to "retarget" ads to Facebook users -- is expanding into Facebook's prime real estate, the Facebook news feed. The Facebook Exchange service, or FBX for short, opened formally last fall. That allowed advertisers to target people who'd previously been on their websites with ads, when they are on Facebook. If you want to understand more about how all this works, and how powerful it can be, our Facebook Exchange & How My Basket Got Turned Into Facebook Ads story shows FBX in action. FBX ads, until [...]

Triggit: Facebook Exchange 36% Better Than Google At Converting Retargeted Users

facebook-exchange-featured It's been a few months since the testing and opening of the Facebook Exchange (FBX), the network that opens up Facebook display inventory for real-time bidding and retargeting. Now, with the holiday season under its belt, one of Facebook's partners, Triggit, is releasing some impressive stats about the program's success for its clients. The company's in-house analyst, Hyunyoung Choi, who has previously worked at Facebook, Google and Hyundai, found that users were 240% more likely to return to an advertiser's site after they were retargeted on Facebook. Additionally, the company's study foun [...]

Facebook Exchange & How My Basket Got Turned Into Facebook Ads

Facebook Exchange Logo It seemed uncanny. There, among the ads shown to me on my Facebook page, was one for a specific type of razor I'd been looking for off of Facebook. How did Facebook know? Simple -- "retargeting" through the recently launched Facebook Exchange (FBX). If you're not familiar with FBX or retargeting in general, come along. Here's a personal case study to how it all works. What's Retargeting? Retargeting -- sometimes called "remarketing" especially by Google -- is a system that allows advertisers to show you ads based on some of your previous actions on the web. For example, say you went to a [...]

Facebook Ad Exchange (FBX) Opens For Business With 16 Partners

facebook-exchange-featured After a beta period lasting a couple of months, the doors are open on the new Facebook Ad Exchange (FBX), which makes the social networking giant's inventory available to real-time bidding (RTB) and retargeting. Facebook is working with the exchanges of a generous number of partners, including AdRoll, AppNexus, Brandscreen, Criteo, DataXu, MediaMath, Nanigans, Kenshoo, Optimal, RocketFuel, Tellapart, TheTradeDesk, Triggit, Turn, Xaxis, and X+1. The company says that through these partners, advertisers can access capabilities like multi-touch attribution, view-through conversions, global fre [...]

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