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

Jan 9, 2013 at 5:13pm ET by Pamela Parker

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 found that FBX drove 36% more conversions than retargeting anywhere else — where “anywhere else” is Google Display Network, AdMeld, Pubmatic or Rubicon.

Meanwhile, the research found that 96% more people converted upon view-through as compared to those who never saw an ad but organically re-visited the site and converted. So the ads, even if they’re not clicked upon, do seem to be having an impact.

Interestingly, the capabilities available via the exchange — such as setting up dynamic ads — were especially successful, Triggit found. Choi determined that dynamic creatives yielded higher click-through rates (43% higher) and lower cost per acquisition (1/3 lower) as compared to static ads. They also convert users more quickly. With dynamic creatives, 93% of conversions occurred within the first 50 impressions.

Choi came to her conclusions after looking at campaigns from seven different advertisers in the retail, travel and printing verticals. The campaigns reached 76 million users over the course of the six-week study in November and December 2012.

Triggit is one of many partners that Facebook is working with, including AdRoll, AppNexus, Brandscreen, Criteo, DataXu, MediaMath, Nanigans, Kenshoo, Optimal, RocketFuel, Tellapart, TheTradeDesk, Turn, Xaxis, and X+1. When the exchange was officially opened for business in September, many of these touted positive results achieved. during the beta period.

About The Author: Pamela Parker is executive features editor of Marketing Land and a contributing editor for Search Engine Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. See more articles by Pamela Parker

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Pat Grady

“Meanwhile, the research found that 96% more people converted upon
view-through as compared to those who never saw an ad but organically
re-visited the site and converted. So the ads, even if they’re not
clicked upon, do seem to be having an impact.” Seems to me, that ‘seem’ seemingly seems to be quite a powerful little seamstress… or should I say seemstress.
Richard Altman

Iteration is also important in advertising, aka proofing aka repetition