How does good old fashioned standard web retargeting stand up to the mighty Facebook Exchange? The hottest thing to hit the proverbial online advertising shelves in 2012, Facebook Exchange (FBX) took targeted advertising to a whole new level. Allowing marketers to retarget users while they are are logged into facebook, generating growth to an already huge network of people.
This leads us to the question of which is better? These two retargeting behemoths each bring something to the table and there are differences in performance that lead to different results. While FBX has size and character limitations, they’re always visible as opposed to web retargeting that has many choices for sizes but isn’t always viewable.
FBX performed better than standard web retargeting on CPMs and CPCs being lower at -82% and -70% respectively. However, FBX was found lacking when it was shown that web retargeting required less ad frequency to drive clicks and reaches a wider audience for less.
These conflicting strenths seem to leave us at a stalemate over which is best. This leads us to the simple conclusion that when they work together they generate the best turnout and return on investment. Take a look at the infographic below to learn more.