Facebook Exchange (FBX) has expanded, allowing buyers to access audiences in Europe, the Middle East, Africa, and the Asia-Pacific regions. Facebook shared the news at the AppNexus Summit in New York this week, and said FBX has seen strong results from the EU and APAC as it grows.
Facebook also discussed a couple interested case studies showcasing how companies are using FBX. One of the companies profiled was Mercedes-Benz, which is not using FBX's retargeting capabilities. Mercedes-Benz is using technology from Mediasynced which can trigger ad bids based on what's airing on television at the time, allowing Mercedes-Benz to extend its reach beyond its TV ads.
Two criticisms from users show that FBX has some room for improvement. Sebastiaan Schepers, COO of BannerConnect (who worked on the Mercedes-Benz campaign), said that it was difficult to measure the effectiveness of the campaign because FBX does not allow for measurement of conversion rates. Additionally, Jennifer Wehrmaker from eBay's social business unit said FBX's restrictions on creative upload requirements reduces the level of creative automation that was possible and desirable for eBay's ads.
However, Wehrmaker did say that a recent acquisition campaign achieved 23% greater reach and 56% better ROI than a standard display campaign, so it looks like despite a few drawbacks, FBX is seen as a success.
Facebook Exchange Grows in EMEA and APAC Regions
No comments:
Post a Comment