Facebook is looking to cut into Twitter’s market share in terms of interaction during television shows. The social network has adopted hashtags and opened up its data cache to media channels in an effort to get more people posting on Facebook as they watch their favorite programs.
Kenshoo launches Halogen Technology to predict ROI goals, adjust Facebook ad campaigns to meet forecasts
Facebook Preferred Marketing Developer Kenshoo unveiled a technology Monday that forecasts return on investment goals and automatically adjusts ad campaigns to meet those benchmarks.
Kenshoo Halogen Technology gives marketers insight and visibility into the future performance of ad campaigns. Armed with that knowledge, advertisers can find untapped market potential and make better-informed decisions about how to optimize an ad strategy.
Facebook surprised Wall Street on July 24 with a quarterly earnings report that exceeded revenue and profit expectations by a wide margin, largely due to the growth of mobile advertising, which now accounts for 41 percent of total ad revenue generated by the social network. Little mentioned, however, was the status of the Facebook Exchange (FBX) ad business, except for a comment by Chief Operating Officer Sheryl Sandberg, who noted that FBX remains a “very small part” of the company’s overall ad revenue.
Facebook has recently started to expand Facebook Exchange (FBX) — its popular retargeting ad platform — from the sidebar into the desktop News Feed, where most of the time is spent on the site.
AdRoll has found these kinds of retargeted ads (where a user visits a website, doesn’t make a conversion, then sees a News Feed ad from that company) are pretty successful in comparison to the FBX sidebar ads. Among 547 advertisers and more than a billion impressions, AdRoll found that FBX ads in the News Feed led to 49 times greater clickthrough rate (CTR) and a 54 percent lower cost per click (CPC) than FBX ads in the lower-profile sidebar.
While it may be too soon to see if the advertising simplification has helped Facebook’s bottom line, it will be interesting to see how the company has done financially in the fiscal second quarter. Facebook will share results from the second quarter, as well as chat with prominent investors, at 2 p.m. PT, Wednesday, July 24.
A live webcast will air on Facebook’s investor website.
During the first quarter report, Facebook announced $1.458 billion in revenue (which was an increase of $1.06 billion compared to the first quarter of 2012). Earnings per share were $0.12.
Facebook highlighted a number of advertising techniques used in the first quarter, such as greater targeting and partner categories. The company will likely discuss its expansion of Facebook Exchange (FBX), and will probably touch upon its advertising flow revamp, but the results from the new ad formats probably won’t be evident until the next quarter.
Readers: What do you think the financial forecast will look like for Facebook?
Image courtesy of Shutterstock.
One of the key minds behind Facebook Exchange (FBX) has joined the Nanigans team. Nanigans announced Thursday that former Facebook ad targeting product manager Antonio Garcia-Martinez is now with Facebook Strategic Preferred Marketing Developer Nanigans as an advisor.
With Facebook, Garcia-Martinez was responsible for directing the company’s real-time bidding exchange product (FBX) from its inception.
Nanigans Co-Founder and CEO Ric Calvillo discussed Garcia-Martinez’s future role with the company:
Antonio will be materially involved in the growth and evolution of our SaaS platform – especially with regard to our social and real time bidding strategies. We’re excited to have a veteran ad tech entrepreneur with such deep technical, analytics and market knowledge join our team.
As more Facebook users check their News Feed from their phone, the mobile app install advertisement is becoming the hottest trend for developers. But it takes more than just a screenshot of the app to get a user to download it.
Leah Na’aman, the marketing manager for SocialClicks, talked at the Inside Social Apps conference recently in San Francisco to share some best practices for really reaching customers and potential app users through the News Feed.
The one fail-proof tip? Blue hair.
Retargeting platform AdRoll announced today that it has added the option for advertisers to run self-serve Facebook Exchange retargeting ads in the News Feed. Facebook made this inventory available to Qualified DSPs, including AdRoll, earlier this month. Previously, AdRoll and other companies could only run FBX ads in the right hand sidebar of Facebook.com, but now they can bid on desktop News Feed placement. AdRoll says early tests show clickthrough rates in the single-digit percentages for News Feed, as opposed to fractions of percent in the sidebar. Unlike other retargeting ads, retargeted News Feed ads incorporate Facebook’s share, comment, and like functionalities, which leads to additional engagement and viral potential. An example of a News Feed FBX ad is below. AdRoll is actually running FBX ads retargeting visitors to its own site.
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