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Today’s post is by Hillary Read, Director of Marketing at 3Q Digital.
When Cyber Monday rolled around last year, FBX was only a few months old after its official, widespread release. The results were tepid; Facebook stock closed 2012 at $26.99 as holiday data elicited a collective “meh” from advertisers and investors.
This year? A different story altogether, according to data just put out by FBX provider Triggit.
Comparing FBX Cyber Monday performance from 2012 to 2013, Triggit’s study shows the following:
– CTRs are up 95%
– CVRs are up 34%
– CPCs are down 31%
– Advertisers’ campaigns are 51% larger
So what’s behind the surge? Better ad types and better ad placement are two big reasons. Advertisers got a huge boost this past spring with the ability to retarget visitors with News Feed ads, and the widespread adoption of dynamic ads in both the right-hand side and the News Feed has raised performance as well.
“When FBX launched last year, most advertisers ran static ads, but the record-breaking performance from dynamic right-hand-rail and News Feed ads this year makes FBX forever a part of the marketing mix for large, direct-response advertisers,” said Zach Coelius, Triggit’s co-founder and CEO.
Holiday-season data will roll in during early January, and early signs are that it’ll point to the same conclusion: while FBX is still a relatively small part of Facebook’s ad revenue, it’s not going anywhere but up.