Retargeting has come to Facebook mobile – but will marketers jump on board?

Sarah Homewood
By Sarah Homewood | 19 February 2015

Nearly half of marketers aren’t currently retargeting on mobile and with Facebook now opening up its mobile app ecosystem to allow advertisers to use retargeting in the space that could all change.

AdRoll, which specialises in retargeting, especially across social platforms, has announced that it can now serve its dynamic creative in Facebook's Newsfeed on mobile. CMO of AdRoll Adam Berke told AdNews that he believes retargeting on mobile will experience a very rapid increase of adoption.

AdRoll defines its dynamic creative product as ads featuring previously-viewed, recommended, or top products—across the web, Facebook, and, now, the Facebook mobile app.

“There are a lot of marketers that their first experience with mobile is with Facebook, so the more they have a good experience with Facebook's mobile offerings the more they're likely to implement other mobile ad solutions,” Berke said.

Berke explained that Facebook is now allowing technology platforms to retarget within the mobile app environment could act as a catalyst for marketers to refine their mobile business strategy as a whole.

“In order to be an effective marketer on mobile not only do you need to be advertising on mobile, but you need to have a good mobile optimised web experience. Otherwise you're spending money to promote yourself on mobile devices but then you're going to drive people into a sub-optimal mobile experience,” he said.

AdRoll previously had the capability of doing dynamic desktop ads on desktop and Berke explained that it made sense for Facebook to roll this new mobile offering out with partners that had such experience with developing dynamic creative.

“For retargeting especially, dynamic product creative is such a huge win for performance,” Berke said. “In other studies that we've done we've seen that click through rate improves by 115% and that resulted in ROI increase of around 44%.

“So really it can be night and day from static ads to dynamic ads, it makes sense if a person is shopping for a specific item, maybe pair of pants, its not going to be as relevant if you show them brand logo.”

Ben Sharp MD of AdRoll's Australian operation told AdNews that announcements like this are great for the business as it heads into its second year of operation.

“There's always going to be advertisers that have different objectives and some have a cross device strategy, where they want to pick up intent signals from desktop environments and be able to retarget in the mobile space, and that's what we're trying to do really effectively using our ingratiation with Facebook,” Sharp said.

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