Facebook is launching a new retargeting tool that will allow retailers to show ads to people who’ve visited their websites or mobile apps.
The targeting feature, “website and mobile app custom audiences,” is distinct from Facebook’s FBX ad exchange and won’t include demand-side platforms like Turn, AdRoll and Triggit that have made retargeting to Facebook users via FBX a pillar of their business.
So what does this development mean for advertisers moving forward? On Wednesday, MMW connected with Marc Poirier, Co-Founder and EVP of Business Development at Acquisio, for some insight.
“This is the kind of opportunity that could move the needle at Facebook because it fulfills the need for marketers who are focused on generating conversions and sales, a massive group of people who haven’t been able to find much value with Facebook advertising yet,” Poirier says.
These marketers are quite familiar with Google AdWords remarketing, a self-serve product that is part of Google AdWords and delivers great value – more conversions and better ROI.
“Facebook ‘website and mobile app custom audiences’ works in very similar ways – it is a self-serve product which puts Facebook ads in front of visitors who did not convert on their first site visit,” Poirier adds. “While it does not have all of the advanced functionality that is expected by FBX users, it does have additional targeting capabilities and it provides access to mobile newsfeed ad placements.”
What is your reaction to Facebook’s latest resource for advertisers?