Facebook Exchange Drives Solid Preliminary Results for Adobe’s Ad Customers
Adobe Media Optimizer, the only fully integrated digital advertising platform in the industry that manages, optimizes and accurately forecasts the performance of ad campaigns across channels, is now out of beta with our Facebook Exchange (FBX) offering, which allows marketers to buy ads on Facebook via real-time bidding (RTB). Adobe’s integration allows our customers to retarget their audiences across Facebook’s 1 billion users and seamlessly align their digital advertising efforts across display, social, and search.
Preliminary data from the beta suggests that performance is strong. Beta clients running retargeting campaigns through the Media Optimizer’s demand-side platform recently tested eight of the most popular real-time bidded ad supply sources, including FBX. After only one month in beta, FBX delivered a conversion rate (leads/clicks) that is approximately 70% higher, and a cost per lead that is over 50% lower, than the average for all eight ad supply sources. FBX also ended up being the second best “performing” ad supply source overall. We believe that the current performance is strong in part due to comparably favorable pricing, driven by lower competition levels in FBX as compared to more mature digital ad markets.
By enabling customers to set an objective (“conversion goal”), Adobe’s ad platform optimizes campaigns across segments (audience, creative, and supply sources) and their different permutations to meet that objective. Strong performance during the beta program resulted in Media Optimizer shifting spend to FBX, delivering a higher percentage of impressions against better performing segments in FBX. Adobe’s optimization of FBX resulted in 32% of one beta campaign’s impressions being delivered from FBX alone during the first month of the beta.
As a Strategic Preferred Marketing Developer (SPMD) of Facebook, Adobe is working closely with Facebook to develop ad solutions that leverage Facebook’s marketing products and Adobe’s cross-channel optimization and attribution capabilities to benefit our customers. Adobe offers the only demand-side platform that has been designated a SPMD by Facebook and that offers robust search bid management and optimization capabilities with attribution analysis across search, social, and display campaigns. Stay tuned for more updates around Media Optimizer and cross-channel attribution to maximize return on ad spend.
About Adobe Media Optimizer
Adobe Media Optimizer is the industry’s first fully integrated digital advertising platform that delivers cross-channel ad management and optimization across search, display and social media campaigns for peak return on investment. The solution delivers more than 300 million monthly prospects and customers and is used by more than 400 global customers across industries. Media Optimizer manages more than $2 billion in annualized ad spend.
Pete Kluge is a senior product marketing manager for Adobe Advertising Solutions