This document summarizes key findings from AdRoll's analysis of over 55,000 retargeting campaigns on Facebook between July 2014 and June 2015. Some of the main findings include:
1) Adding Facebook retargeting to existing display campaigns resulted in increased impression reach by 92% on average, and decreases in cost per click (CPC) by 28% and cost per acquisition (CPA) by 33%.
2) Business-to-business advertisers rapidly adopted Facebook retargeting and saw significant performance gains, with average spend per advertiser increasing 60% and click-through rates increasing 140%.
3) Adding mobile retargeting to campaigns led to increases in impression reach of 60% on average,
The Fastmind, a mobile gaming studio, uses Fabric, Twitter’s mobile development platform, to continuously grow their ad revenue, user base, and user experience for their top app, Apensar.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
This benchmark report highlights key trends seen by companies leveraging Nanigans advertising automation software to grow the revenue impact of their direct response advertising campaigns on Facebook.
Q2 2017 Benchmark Report: Marketers Deepen Facebook Ad Investments as Mobile ...Nanigans
Mobile advertising skyrocketed on Facebook in Q2 2017. According to Facebook's recent revenue report, mobile advertising now commands an 87% share of all ad revenue.
What's driving this massive increase in mobile ad spend? Nanigans recently explored this shift in its Q2 2017 Facebook Advertising Benchmark report. Learn how advertisers are maximizing revenue growth on Facebook with the findings in this SlideShare.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
10 Tips for using Content Marketing in RecruitmentRaj Anand
The job landscape is undergoing some major changes at present. Typical candidates are behaving more and more like modern consumers by “shopping around” for jobs rather than jumping at the first opportunity that comes along.
The birth of “recruitment marketing” has brought about a major shift in focus for all recruitment agencies. Agencies that do not adjust their approaches may fall behind. As is the case with all other forms of marketing, it is crucial to develop a comprehensive understanding of the types of people that are being targeted in order to create an effective strategy that will provide recruitment agency clients with the most suitable candidates.
Q1 2017 Benchmark Report: Mobile Surges as Advertisers Generate Higher Return...Nanigans
Profit-driven advertisers started off 2017 with high returns on ad spend and an increased investment in Facebook as a core growth channel. As shown in the Q1 2017 Global Facebook Advertising Benchmark Report, Nanigans advertisers are continuing to find value in Facebook as they explore mobile, dynamic ads, Facebook Audience Network, and more.
Learn which advertising trends emerged in Q1 and will continue to dominate throughout 2017 in this SlideShare.
The Fastmind, a mobile gaming studio, uses Fabric, Twitter’s mobile development platform, to continuously grow their ad revenue, user base, and user experience for their top app, Apensar.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
This benchmark report highlights key trends seen by companies leveraging Nanigans advertising automation software to grow the revenue impact of their direct response advertising campaigns on Facebook.
Q2 2017 Benchmark Report: Marketers Deepen Facebook Ad Investments as Mobile ...Nanigans
Mobile advertising skyrocketed on Facebook in Q2 2017. According to Facebook's recent revenue report, mobile advertising now commands an 87% share of all ad revenue.
What's driving this massive increase in mobile ad spend? Nanigans recently explored this shift in its Q2 2017 Facebook Advertising Benchmark report. Learn how advertisers are maximizing revenue growth on Facebook with the findings in this SlideShare.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
10 Tips for using Content Marketing in RecruitmentRaj Anand
The job landscape is undergoing some major changes at present. Typical candidates are behaving more and more like modern consumers by “shopping around” for jobs rather than jumping at the first opportunity that comes along.
The birth of “recruitment marketing” has brought about a major shift in focus for all recruitment agencies. Agencies that do not adjust their approaches may fall behind. As is the case with all other forms of marketing, it is crucial to develop a comprehensive understanding of the types of people that are being targeted in order to create an effective strategy that will provide recruitment agency clients with the most suitable candidates.
Q1 2017 Benchmark Report: Mobile Surges as Advertisers Generate Higher Return...Nanigans
Profit-driven advertisers started off 2017 with high returns on ad spend and an increased investment in Facebook as a core growth channel. As shown in the Q1 2017 Global Facebook Advertising Benchmark Report, Nanigans advertisers are continuing to find value in Facebook as they explore mobile, dynamic ads, Facebook Audience Network, and more.
Learn which advertising trends emerged in Q1 and will continue to dominate throughout 2017 in this SlideShare.
Q4 2016 Benchmark Report: The Holidays Deliver Higher Returns on Facebook Ad ...Nanigans
The holidays delivered higher return on ad spend on Facebook in Q4 2016
This report highlights key trends seen by companies leveraging Nanigans advertising automation software to grow the revenue impact of their direct response ad campaigns on Facebook.
This report highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how ecommerce advertisers are achieving higher returns
-Data on skyrocketing adoption of Facebook’s dynamic and mobile video ads
Q1 2016 Global Facebook Advertising Benchmark Report Nanigans
Q1 2016 delivers higher return on Facebook ad spend for retailers, and sees continued global growth in video ads.
This slide deck examines key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and measure their performance marketing ad campaigns on Facebook during Q1 2016.
This slide deck highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how marketers are generating higher return on ad spend
-Global growth in adoption of mobile and video ads
For more information, see the full Q1 2016 Facebook Advertising Benchmark Report here: http://nani.gs/1USSepm
MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.
Facebook Video Advertising Rewind: Benchmarks and Trends from 2016Nanigans
Direct response advertisers in all industries are harnessing the power of video ads to drive meaningful actions. Whether they aim to increase purchases, app downloads, or lead form submissions, marketers benefiting by increasing their video ad spend on Facebook, Audience Network and Instagram.
As CMOs scale investment in video advertising, it's important to understand how the market is trending. This SlideShare features data and insights from our recent report of 2016 video advertising benchmarks in order to provide you with the knowledge you need to create successful campaigns this year and beyond.
How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Q4 2016 Benchmark Report: The Holidays Deliver Higher Returns on Facebook Ad ...Nanigans
The holidays delivered higher return on ad spend on Facebook in Q4 2016
This report highlights key trends seen by companies leveraging Nanigans advertising automation software to grow the revenue impact of their direct response ad campaigns on Facebook.
This report highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how ecommerce advertisers are achieving higher returns
-Data on skyrocketing adoption of Facebook’s dynamic and mobile video ads
Q1 2016 Global Facebook Advertising Benchmark Report Nanigans
Q1 2016 delivers higher return on Facebook ad spend for retailers, and sees continued global growth in video ads.
This slide deck examines key trends seen by companies leveraging Nanigans advertising automation software to manage, optimize, and measure their performance marketing ad campaigns on Facebook during Q1 2016.
This slide deck highlights:
-CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
-Insights on how marketers are generating higher return on ad spend
-Global growth in adoption of mobile and video ads
For more information, see the full Q1 2016 Facebook Advertising Benchmark Report here: http://nani.gs/1USSepm
MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.
Facebook Video Advertising Rewind: Benchmarks and Trends from 2016Nanigans
Direct response advertisers in all industries are harnessing the power of video ads to drive meaningful actions. Whether they aim to increase purchases, app downloads, or lead form submissions, marketers benefiting by increasing their video ad spend on Facebook, Audience Network and Instagram.
As CMOs scale investment in video advertising, it's important to understand how the market is trending. This SlideShare features data and insights from our recent report of 2016 video advertising benchmarks in order to provide you with the knowledge you need to create successful campaigns this year and beyond.
How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
The gap between subscriber response and engagement
The gap between mobile and desktop click and CTO rates
The gap between smartphone, desktop and tablet purchases
75 content marketing examples — new and old.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
With over two billion active users, Facebook is a powerful tool for standing out and reaching the target audience. Explore the power of Facebook Ads for solar companies.
Top Marketing Channels to Leverage in 2024Jomer Gregorio
🚀 Wondering which marketing channels will dominate in 2024? Our latest presentation uncovers the top channels you need to leverage for maximum impact. Explore actionable insights and refresh your marketing game. Click below and revolutionize your strategy! 👉 #MarketingChannels #DigitalTrends #BusinessGrowth
Full blog here - https://digitalmarketingphilippines.com/top-marketing-channels-to-leverage-in-2024-infographic/
Given that in 2013 the industry drove some 10% of the
UK’s eCommerce traffic and commanded a marketing
spend of £1bn according to the PwC / IAB OPM study
(see page 6), it’s a permanent (and growing) feature
of integrated digital marketing programmes. In
fact it’s a channel that exemplifies just how digital
is merging marketing and sales channels.
Affiliate Marketing is not a ‘channel’. Rather it’s an
advertising objective. Affiliate campaigns deploy
most digital advertising and marketing disciplines
including email, display, content, search, social
media and audience targeting. It works across mobile
platforms, uses programmatic methods and is now
establishing exciting offline opportunities for digital
marketers. Affiliate data is packed with audience
and customer insight providing marketers with
customer journey and point-of-sale perspectives
that enrich standard advertising analytics.
This handbook, the work of the IAB’s Affiliate Marketing
Council, exposes the industry’s diversity and even
if you thought you knew affiliate marketing, you’ll
probably be surprised by some of the marketing
opportunities mapped out in these pages. If
you’re new to digital or haven’t used affiliate
marketing before, this handbook will help you
understand the industry’s value and mechanics.
Overall, this handbook represents one of the fastest
growing digital marketing channels which many of
the UK’s top advertisers recognise as highly effective
and are thus increasing their investment in. This
isn’t simply because its yields are extraordinarily
high (14:1 ROI); it’s also because it’s a flexible
and creative space to work within that touches
customers throughout the marketing funnel.
With targeted online display advertising, B2B marketers can enhance the effectiveness of their search advertising and email marketing, increase leads and boost conversions.
Defense contractors who use the right online display advertising tactics can boost awareness, improve search advertising efforts, enhance email marketing, and increase leads.
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
The report offers to marketers 25 open, click-through, list churn and mobile metrics to help you see where you rank, delivering more visuals so you can better understand the data, and sharing more observations to help you improve your marketing programs.
Relatório de Publicidade Digital | 2o Trimestre 2015Alexandre Pallota
Este relatório aborda diversas informações da indústria de publicidade digital com insights focados no universo do Marketing em mecanismos de busca.
Os tópicos incluem:
- Insights sobre os negócios de busca e display do Google
- Efeitos na alteração do algoritmo do Google (também chamado de Mobilegeddon)
- Gastos com mecanismos de busca, taxas de clique (CTR) e custo por clique (CPC) em diferentes regiões, mecanismos de busca e dispositivos
- Quão diferente são os comportamentos e as métricas de busca nos diversos tipos de dispositivo
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
1. 1 www.adroll.com
Retargeting on Facebook by the Numbers 2015
9
9
92 2
456
456
456
456 456
6 34
2478
24782478
2478
9378
9378
27841
27841
27841
46
4646
46
5
5 55 588
8 8
8
8 8
34789
34789
34789
4789
9
46
789
789
7
772
2
8
8
46
FACEBOOK
BY THE
NUMBERS
2015
Key findings on the
trends and benefits
of retargeting on the
world’s largest social
network
RESEARCH REPORT
2. 2 www.adroll.com
Facebook by the Numbers 2015
According to a survey of 1,000 marketers, social media is by far the
hottest topic in retargeting.1
Facebook has been central to this trend
since retargeting became possible on the Facebook Exchange (FBX)
three years ago. Since then, retargeting on Facebook has become an
indispensable tool for digital advertisers.
For the purposes of this report, we analyzed AdRoll Retargeting
campaign data across our global customer base. The findings in this
report summarize our in-depth review of over 55,000 campaigns,
which served 37 billion impressions worldwide between July 1, 2014,
and June 30, 2015.
YEAR-OVER-YEAR (YOY) HIGHLIGHTS
↗↗ Globally, AdRoll saw a 31% increase in average spend per
advertiser (ASPA) on Retargeting on Facebook.
↗↗ AdRoll customers saw a significant performance improvement
after adding Facebook to an existing display retargeting campaign.
Our advertisers saw a 92% increase in impression reach, 9% drop
in cost per thousand impressions (CPM), 27% decrease in cost per
click (CPC), and 26% increase in click-through rates (CTR).
↗↗ AdRoll business-to-business (B2B) marketers realized that
Facebook is more than a consumer channel. They used Retargeting
on Facebook for content marketing and as a way to increase social
engagement. B2B CTRs increased by 140% and ASPA increased by
60%.
↗↗ In AdRoll campaigns, compared to static ad creative, dynamic
personalized creative had a 24% higher CTR, 6% lower CPC, and
41% lower cost per acquisition (CPA).
↗↗ More advertisers are adopting cross-device retargeting, which is
increasing overall advertising performance. When adding mobile
retargeting to an AdRoll Facebook campaign, advertisers saw a
60% increase in impression reach, 64% increase in CTRs, and 36%
drop in CPCs.
Executive summary
LIKE PAGE
Dont Forget your Camera!
This report summarizes
our in-depth review of over
55,000 campaigns, which
served 37 billion impressions.
3. 3 www.adroll.com
Facebook by the Numbers 2015
Retargeting allows you to reach audiences across the web, mobile
web, mobile apps, and social with targeted display advertising. By
serving relevant ads, retargeting helps turn online window shoppers
into buyers, bringing users back to your website to make or complete
a purchase.
Retargeting lets you personalize the ads you serve to people based
on the intent signals—such as time spent on-site, shopping-cart
abandonment, and whitepaper downloads—that have been expressed
on your website. You can also create retargeting segments based on
the email lists from your customer relationship management (CRM)
system. Ultimately, by serving ads that are more relevant to each
individual, you boost your chances of converting customers and
bringing past visitors back to your website.
Retargeting
According to AdRoll’s State of the
Industry report, over 90% of marketers
think retargeting performs as well as—
or better than—search, email, and
other display campaigns.1
4. 4 www.adroll.com
Facebook by the Numbers 2015
AdRoll helps businesses target customers across inventory sources.
Facebook has become an increasingly valuable part of the marketing
mix. AdRoll Retargeting on Facebook allows advertisers to use a variety
of ad formats, including dynamic ads and mobile app install, to retarget
users who are already highly engaged.
Facebook launched the Marketing Partner program to help
advertisers—across industries and borders—find the right vendors to
execute their marketing objectives. The new structure gives vendors a
badge signifying that they meet or exceed Facebook partner standards
and organizes partners based on nine specific areas of expertise.2
The
program certifies technology companies, ensuring that advertisers have
more clarity, choice, and impact to achieve top results with Facebook
advertising. AdRoll is a marketing-badge recipient and recognized in the
areas of Ad Technology and Facebook Exchange (FBX).
AdRoll Retargeting on Facebook
Dont Forget your Camera!
Dont Forget your Camera!
mera!
Facebook at a glance
What’s changed since last year3
Reach
1.49 billion global monthly
active users: up 13%
Advertising revenue
Up 43%
Mobile reach
1.3 billion global monthly
active users: up 23%
Mobile ad revenue
Up 74%
5. 5 www.adroll.com
Facebook by the Numbers 2015
Image size: 1200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30
characters
Your image may not include
more than 20% text. Use
Facebook’s grid tool to see
how much text is on your
image.
Facebook Desktop Ad formats
RIGHT-HAND COLUMNDESKTOP NEWS FEED
Image size: 1200 x 628
pixels
Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30
characters
Your image may not
include more than 20%
text. Use Facebook’s grid
tool to see how much text
is on your image.
Image size: 1200 x 628
pixels
Image ratio: 1.9:1
Text: 90 characters
Your image may not include
more than 20% text. Use
Facebook’s grid tool to see
how much text is on your
image.
Facebook Mobile Ad formats
MOBILE NEWS FEED MOBILE APP INSTALL
Dynamic
carousel ads
Introduced in February 2014, Facebook
dynamic product ads allow you to promote
multiple products—in a single ad—to people
who’ve visited your website. It also allows you
to reach people based on specific attributes,
including location, age, and interests. These
ads are available across Desktop News Feed,
Right-Hand Column, and mobile.
Recommended image size: 600 x 600 pixels
Image ratio: 1:1
Text: 90 characters
Headline: 40 characters
Link description: 20 characters
6. 6 www.adroll.com
Facebook by the Numbers 2015
One major finding is that campaigns performed better when run across a
diversified inventory mix—and had a greater return on investment (ROI). As
Facebook is one of the largest inventory sources,it’s no surprise that adding it
to an existing retargeting strategy resulted in significant performance boosts.
When AdRoll examined total conversions between Facebook and web
display campaigns, we found that the majority of conversions still happened
on display. (Japan appeared to be an outlier, as the market is new and
advertisers in this region are continuing to expand inventory sources.)
However, adding AdRoll Retargeting on Facebook to existing display
campaigns resulted in an increase in reach, a significant drop in cost per click
(CPC), and a lower click cost per acquisition (CPA) across the board.
Facebook boosting performance of
retargeting campaigns
GLOBAL TRENDS
EUROPE
Incremental lift
+85% Impression reach
-35% Click CPA
-28% CPC
CON
VERSION BY INVEN
TORY
64%36%
JAPAN
Incremental lift
+84% Impression reach
-50% Click CPA
-42% CPC
CON
VERSION BY INVEN
TORY
65%
35%
AUSTRALIA
Incremental lift
+91% Impression reach
-41% Click CPA
-34% CPC
CON
VERSION BY INVEN
TORY
81%
19%
UNITED STATES
Incremental lift
+92% Impression reach
-33% Click CPA
-26% CPC
CON
VERSION BY INVEN
TORY
63%37%
• Display
• Facebook
GLOBAL
Incremental lift when adding
Facebook retargeting to existing
display retargeting campaign
+92% Impression reach
-33% Click CPA
-28% CPC
CON
VERSION BY INVEN
TORY
63%37%
7. 7 www.adroll.com
Facebook by the Numbers 2015
As Facebook’s global footprint continued to grow, industries saw an
opportunity to invest in Facebook’s reach. Across the globe, there was
an impressive year-over-year (YOY) increase in average spend per
advertiser (ASPA) on AdRoll Retargeting on Facebook, especially among
business-to-business (B2B) and retail advertisers.
Investment by industry
GLOBAL TRENDS
% of AdRoll
advertisers
spending on
Facebook,
by industry
YOY increase
in ASPA
EUROPE
52%
66%
49%
B2B
RETAIL
OTHER
+37%
+68%
B2B +5%
RETAIL
OTHER % of AdRoll
advertisers
spending on
Facebook,
by industry
YOY increase
in ASPA
JAPAN
45%
71%
60%
+67%
+22%B2B
RETAIL +13%
B2B
RETAIL
OTHER
OTHER
UNITED STATES
% of AdRoll
advertisers
spending on
Facebook,
by industry
YOY increase
in ASPA
OTHER
66%
45%
+26%
+51%
OTHER +1%
48%B2B
RETAIL
OTHER
GLOBAL
OTHER
% of AdRoll
advertisers
spending on
Facebook,
by industry
YOY increase
in ASPA
B2B
RETAIL
OTHER
49%
66%
46%
+31%
+61%B2B
RETAIL
OTHER +4%
% of AdRoll
advertisers
spending on
Facebook,
by industry
YOY increase
in ASPA
46%
51%
64%
B2B
RETAIL
OTHER
OTHER
+46%
+75%
+124%B2B
RETAIL
AUSTRALIA
B2B
RETAIL
8. 8 www.adroll.com
Facebook by the Numbers 2015
Only a few years ago, Facebook advertising was viewed as a strictly
consumer-reaching channel. However, media-consumption habits
shifted and business-to-business (B2B) marketers had to adapt,
becoming more like their business-to-consumer (B2C) counterparts.
As a result, B2B marketers went on to execute successful branding and
lead-generation campaigns on Facebook. Content marketing became a
staple in B2B marketing and Facebook proved to be a great inventory
source for featuring new content.
Over the past year, AdRoll saw B2B marketers rapidly adopting
Facebook retargeting, convinced by its clear performance capabilities.
Rapid B2B adoption of Facebook and
impressive ROI gains
B2B marketers are now
executing successful branding
and lead-generation campaigns
on Facebook.
GLOBAL B2B GROWTHYOY
+60%
+115%
-11%
+140%
CPACPC
CPMCTRASPA
-42%
9. 9 www.adroll.com
Facebook by the Numbers 2015
Last year, Facebook launched mobile retargeting with Facebook Custom
Audiences. Facebook’s 1.3 billion mobile Monthly Active Users (MAUs)—a
whopping 87% of total MAU—accessed the platform via smartphone or
tablet, providing a huge opportunity for advertisers to connect with
omnichannel consumers.4
When AdRoll advertisers added mobile retargeting to existing
desktop campaigns, they saw substantial performance improvements
across Facebook inventory. Every region saw an increaseinimpressions
and click-through rate (CTR) and a decrease in cost per click (CPC).
Facebook unlocking mobile potential
PERFORMANCE LIFT BYADDING CROSS-DEVICE RETARGETING ON FACEBOOK
• Global • United States • Europe • Australia • Japan
IMPRESSION REACH CPC CTR
+60% +58%
+51%
+103%
+101%
+64% +61%
+82%
+52%
+64%
-36% -35% -36%
-42%
-6%
Every region saw
an increase in
impressions and
CTR and a
decrease in CPC.
Facebook mobile
app install
To date, Facebook has driven over 3.5
billion app installs.5
Facebook added the
ability to run mobile app install campaigns
on Website Custom Audience (WCA) to
meet growing demand from advertisers.
AdRoll saw spending on mobile app install
campaigns increase by 12x and drive 13.8x
more installs year over year. Mobile app
install adoption is still growing significantly
and we expect even more growth in the
next year.
10. 10 www.adroll.com
Facebook by the Numbers 2015
Drawing on your product catalog, Dynamic Creative on Facebook serves
highly relevant, personalized ads across devices. While on Facebook,
a past visitor to your site will be targeted with relevant ads based on
previously viewed items, recommendations, or top products. The AdRoll
platform utilizes a predictive algorithm to generate these personalized
product recommendations.
When comparing AdRoll Dynamic Creative with static creative on
Facebook, dynamic ads were a clear winner. Dynamic ads delivered a
higher click-through rate (CTR), lower cost per click (CPC), and lower cost
per acquisition (CPA) on News Feed and Right-Hand Column. The CPA for
dynamic creative was 41.5% lower than static ads on Facebook.
AdRoll Dynamic Creative delivering on Facebook
DYNAMIC CREATIVEVS. STATIC ADS
+24% Impression reach
-6% CPC
-41% CPA
RESULTS
6.8x ROI
29% lower-than-goal CPA
86% lower-than-goal mobile CPA
When comparing AdRoll
Dynamic Creative with
static creative on
Facebook, dynamic ads
were a clear winner.
Journelle was ready to win new customers.
They also needed a solution that would continue
to nurture existing customers with a consistent,
ongoing brand experience. “Our sales are
usually 70% existing customers and 30% new
customers,” said Allison Beale, marketing
director at Journelle. “Loyal shoppers love us.”
Journelle decided to try AdRoll’s dynamic
ads, which draw from an individual shopper’s
browsing history on your site. The result is
a beautiful, personalized user experience at
scale. AdRoll’s Dynamic Creative team crafted
ads that were personal to the individual while
also staying true to Journelle’s brand. “AdRoll
became a seamless extension of our marketing
team,” Beale said. “They brought our brand
alive for customers without losing sight of our
key performance goals.”
CUSTOMER SPOTLIGHT
11. 11 www.adroll.com
Facebook by the Numbers 2015
Customer relationship management (CRM) retargeting on Facebook
bridges the gap between offline customer data and your social-
advertising strategy. You can retarget users based on email lists from
your CRM system, stretching your retargeting campaigns beyond website
visitors. CRM data is uploaded in the form of an Excel spreadsheet and
translated into retargeting segments across Facebook inventory.
CRM retargeting on Facebook
HOW ITWORKS
2. AdRoll finds your audience online
3. Ads are served
1. Upload CRM data to AdRoll As their digital program progressed, Kiehl’s
Canada started looking for ways to link their
online and in-store databases to digital
campaigns. They had been building a CRM
database from web signups, in-store profiles,
and historical purchase behavior, and had
used the data for targeted email campaigns.
AdRoll’s CRM data onboarding let them expand
their successful email program into digital
retargeting, instantly turning their customer
email addresses into valuable audiences
for retargeting across the web, mobile, and
social networks. “AdRoll introduced us to the
possibilities of retargeting. They let us target
our audience online in a way we couldn’t with
traditional display ads,” said Jordan Yuck,
e-commerce and digital marketing manager
at Kiehl’s Canada. “We’re doing performance
marketing with AdRoll.”
CUSTOMER SPOTLIGHT
KEYPERFORMANCE METRICS
6.9% conversion rate
3.8x ROI
12. 12 www.adroll.com
Facebook by the Numbers 2015
Retargeting on Facebook continues to drive ROI for advertisers. Over
the past year, Facebook offered new ad formats, improved cross-
device retargeting, and added new ways for advertisers increase the
effectiveness of retargeting with first-party data.By leveraging these new
tools, advertisers worldwide experienced a massive lift in performance.
AdRoll saw increased adoption, use cases, and performance gains from
business-to-business (B2B) marketers retargeting across Facebook
inventory.
ABOUT US
AdRoll is the global leader in retargeting, with over 20,000 active
advertisers worldwide. To reach beyond existing audiences, we’ve
introduced AdRoll Prospecting to help businesses attract new
customers. Our innovative and easy-to-use marketing platform
enables businesses of all sizes to create personalized ad campaigns
based on their own website data, driving maximum return on online
advertising spend. AdRoll provides a high degree of transparency
and reach across the largest display inventory sources, including
Google AdX and Facebook Exchange. The company is backed by
leading investors such as Foundation Capital, IVP, Accel Partners,
Merus Capital and Peter Thiel. For more information, please visit
www.adroll.com.
Conclusion
DEFINITIONS
ASPA
TERM DEFINITION
Average spend per advertiser
Percent increase of impressions served
Cost per thousand impressions, i.e., ad exposures
Actual price paid for each click in pay-per-click (PPC) campaigns
Cost per acquisition
Click-through rate, i.e., percentage of clicked-on ads, divided by
total number of impressions
Return on investment, i.e., revenue generated, divided by overall spend
CPA
CPM
ROI
Impression reach
CTR
CPC
For this report, when referring to advertisers
in Europe, we pulled data from advertisers in
the UK, Ireland, France, the Netherlands, the
Nordics, Germany, Belgium, and Luxembourg.
In this report, display retargeting
campaigns refer to campaigns run across
web inventory.
All YOY data from this report was collected
globally between July 1, 2014, and June 30,
2015, and compared with advertisers running
campaigns on Facebook between July 1,
2013, and June 30, 2014.
Sources
1. AdRoll, State of the Industry
2. Facebook, Facebook Marketing
Partner Requirements
3. Facebook, Facebook Q1 2015
Earnings Call
4. Facebook, Facebook Q1 2015
Earnings
5. Facebook, Mark Zuckerberg at the
F8 Conference
Appendix