Wednesday, October 10, 2012

Facebook's Dynamic Creative Ads Lead to More Clicks

Adweek reporting: his past summer, Facebook began letting advertisers retarget its users based on their off-Facebook browsing behavior through Facebook Exchange (FBX). Early results released last month were encouraging, with multiple partners claiming that FBX ads outperformed retargeting campaigns run on other exchanges.
But for FBX’s first couple of test months, companies had to queue up relatively generic ads. Macy’s could run an ad targeting a user that had visited its site in the past, but the retailer couldn’t make sure the ad featured a particular dress that user had just looked at—until recently.
On August 20, Facebook began testing with a number of FBX partners the ability to use their own dynamic creative products on the exchange. The performance of those even more tailored ads best the already outperforming standard FBX ads, according to AdRoll and TellApart, two of the first companies to run dynamic creative through FBX. Retargeting firm Criteo said late last month that it planned to roll out the capability by the end of the year.
AdRoll has more than 100 advertisers running static campaigns on FBX. Five to 10 of them are using AdRoll's Liquid Ads product, which retargets users with ads featuring either the product a user had viewed on an advertiser’s site or relevant products à la Amazon’s product recommendation tool.
“It’s basically a personalized ad solution so that instead of our advertisers having to present the same creative, they can automatically and very efficiently change creative on an individual user level,” said AdRoll president Adam Berke.
Starting last month, AdRoll has been trialing dynamic creative with a handful of clients and alternating the dynamic creative equally with static ads. Since then, AdRoll has seen, on average, a 102 percent higher clickthrough rate (CTR) than the static ads, said Berke. Since FBX ads are bought on a cost-per-thousand-impressions basis, the dynamic ads cut advertisers’ cost per click in half, he said.

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