Advertising tech company Triggit has released an infographic looking at Facebook Exchange (FBX) industry adoption and News Feed retargeting performance.
The 2005-founded US company, which is based in San Francisco, was an FBX early adopter when the retargeting platform was launched last year. When Facebook opened up its News Feed to retargeting earlier this year, Triggit was also quick to arrive on the scene with its ‘dynamic’ creative (relevant, personalised ads).
Triggit’s chief revenue officer, Chris Zaharias, said while FBX may be accelerating among larger e-commerce sites, retargeting on Facebook is still at the early adopter phase.
To Lead or Follow
Zaharias said that running fully dynamic retargeting ads in the Facebook News Feed is the best opportunity for retailers to create and sustain online marketing conversion advantage, over competitors heading into the Q4 holiday season.
“After the 2013 holiday season, dynamically retargeting on Facebook and in the News Feed will be recognised as core to e-commerce success as long tail keyword lists, conversion optimisation and SEO”, Zaharias said.
“The question is really whether or not the marketer wants to lead or follow?”
In terms of the regional differences in FBX News Feed, as shown on the infographic, Zaharias said that on the cost side, Facebook’s ad auction is at its weakest outside the US and is roughly in proportion to the regional enhanced cost-per-click (eCPC) differences highlighted in the infographic.
“The regional CTR differences reflect varying intensities of Facebook usage and the relative novelty and perceived value to consumers of dynamic ads in some markets,” he said.
Still Not Fully Understood by Marketers
The infographic shows there is 3.5 times more opportunity to bid on users, letting advertisers pick and choose optimal impressions to bid on without having to resort to excessive frequency.
On the subject of if and how much this is likely to grow by, and if enough advertisers are actually fully aware of the FBX potential, Zaharias said the opportunities are ‘huge’.
“While Facebook hasn’t said anything to us or to the market about whether FBX will eventually touch Facebook’s mobile inventory, the fact that 78% of their daily active users access Facebook via mobile means that were Facebook to extend FBX to mobile, the advantage over Google would be extended to say the least,” Zaharias begins.
“But regardless, the desktop FBX opportunity is huge and to your point, not yet fully understood by marketers. Case in point – less than 10% of the world’s top retailers are taking advantage of FBX, while over 90% buy paid keyword search traffic.”
Did you see our previous Q&A? Is Facebook Exchange the Future of Real-time Bidding?
