Facebook has focused a lot of its paid ad products on branding - ads that tout a business and build positive feelings about the brand. Search, meanwhile, has always been the primary digital format for direct response ads - ads designed to get customers to take an immediate action based on what they've already shown interest in.
But now Facebook is going after the search space $4, with a new presentation for ad partners emphasizing Facebook's strong role as a direct response ad format.
That means Facebook Exchange (FBX) is about to get a lot more attention. $4 FBX then uses these two parameters to serve hypertargeted ads in the desktop News Feed and right-rail.
$4 We also put FBX in context in terms of its size and performance.
The real-time aspect of FBX is crucial. It's impossible to target a user who is interested in living room furniture with personalized ads when they open their Facebook page unless he or she can be identified and served a relevant ad in milliseconds.
Here are some of the key details from our report on FBX:
- FBX is becoming a huge player in the real-time bidding space>$4: Millions of ads are sold and purchased on FBX every second with the help of demand-side platforms that plug advertisers into FBX, and billions of impressions are served every day. Facebook already accounts for about half of the retargeted ad clicks on the Web.
- The real-time aspect of FBX is crucial.>$4 It's impossible to target a user who is interested in living room furniture with personalized ads when they open their Facebook page unless he or she can be identified and served a relevant ad in milliseconds.
- FBX fills a certain niche, a very specific marketing objective known as "demand fulfillment,">$4 nudging shoppers to complete a purchase they've already shown interest in.
- The platform was fast out of the gate: FBX produced stellar early results for advertisers, both in terms of cost and performance.>$4 Eventually, the price and performance bar will be set higher. That's already starting to happen for better-performing News Feed placements.
- $4 FBX is not yet available on mobile, though this may be coming soon. Additionally, Sponsored Story social-native ads, which are at the heart of Facebook's ad ecosystem, aren't accessible via FBX. As Facebook makes direct response more of a priority, however, this could begin to change.
In full, the report:
- Details how FBX works, including which DSPs are involved, and how the DSP works with Facebook to serve ads>$4
- Outlines which ad inventory is available on FBX and which is not>$4
- Sizes FBX in terms of the total retargeting market, and its relative weight in Facebook's paid media ecosystem >$4
- Explains which advertisers are best suited to FBX campaigns >$4
- $4
BI Intelligence