Ad platform AdRoll has announced the release of a report which analysed retargeting campaign data from 20,000 AdRoll customers on the world’s largest social network, Facebook.
The report looks at trends and performance benchmarks from over 55,000 campaigns, which served 37 billion impressions worldwide between July 1, 2014 and June 30, 2015.
Key findings from the report include:
Globally, AdRoll observed a 31 per cent year over year (YOY) average increase in spend per advertiser on retargeting on Facebook.
Cross-device retargeting is gaining adoption and increasing overall performance. By adding mobile retargeting to Facebook campaigns, advertisers have seen a 60 per cent increase in impression reach, 64 per cent increase in CTR, and 36 per cent drop in CPC.
When adding Facebook to an existing display retargeting campaign, advertisers saw a 92 per cent increase in impression reach, 9 per cent drop in cost per thousand impressions (CPM), and 27 per cent decrease in cost per click (CPC).
In comparison to static ad creative, campaigns using dynamic personalised creative had a 24 per cent higher CTR, 6 per cent lower CPC, and 41 per cent lower CPA.
Recently, AdRoll announced it will partake in the beta testing phase of Instagram’s recently-launched API for advertising. The partnership will allow AdRoll clients to retarget consumers on Instagram for the first time.