Re-targeting is certainly getting popular on Facebook Inc (NASDAQ:FB), but a new study says that brands using these types of ads both on the social network and on display experience more success. According to the study conducted by Facebook Preferred marketing developer Marin Software, Facebook and display ads see higher click-through rates when used together.
Marketers must take complete view
Research was done on 233 marketers in the second quarter and ads based on the browsing or purchasing behavior of users. Marin Software concluded that overall, 88% of marketers are using re-targeting. Around 56% of those who said that they did not use it are planning to use re-targeting in the future. Matt Ackley, chief marketing officer of Marin Software, talked in a conversation with Inside Facebook about the impact of combining Facebook and display re-targeting.
Ackley said that it is not as if someone just uses search or visits Facebook to input their information. The executive said that a multi-channel path requires advertisers to be present while implementing different types of targeting strategies.
“You have to be present across channels in order to stay top-of-mind,” he said
The executive also talked about considering the complete view while re-targeting brands and controlling the message while conveying it to users and consumers. This technology helps marketers learn about users and their purchasing habits. Also marketers are not unaware of ad fatigue, and they are working to find the right amount of viewership before the ad becomes repetitive and users start getting irritated.
Re-targeting hit on Facebook’s mobile platform
A separate report released earlier this month said that Facebook Inc’s re-targeting business model is also successful on mobile. Through re-targeting, advertisers can display their ads to specific demographics and audiences and customize the ads to match individual taste and preferences on the web. Advertisers can use two methods of re-targeting their website audiences, one through Facebook, and the other through WCA (Custom Audiences from your Website) or the FBX (Facebook Exchange.)
Facebook Inc’s re-targeting platform has rapidly been adopted by the apparel, beauty and technology industries whereas media and entertainment industries are seeing the highest-performing mobile campaigns, as per the report.