June 29th, 2012

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San Francisco Digital Marketing Agency Welcomes Facebook’s New Retargeting, Real-time Bidding Ads into Their Integrated Marketing Campaigns

BeeSeen will be an early adopter of Facebook Exchange, in which relevant display ads target users based on their search and browsing history on other websites.

Facebook is readying the launch of a new service called Facebook Exchange to accelerate their advertising efforts and grow sales.  Facebook Exchange uses real-time bidding and allows advertisers to reach different users sold through third party ad technology partners, or retargeting firms.  The Demand Side Platforms, or DSP’s approved to participate so far are: TellApart Inc., Turn Inc., Triggit, DataXu Inc., MediaMath Inc., AppNexus Inc., The Trade Desk Inc. and AdRoll.com.  Retargeting campaigns are designed to reach individuals who have already been served an ad elsewhere. The new bidding process is also designed to help advertisers deliver more time-sensitive messages. “Facebook’s been having challenges coming up with effective advertising,” said Debra Aho Williamson, an analyst at New York-based EMarketer Inc.  With Facebook Exchange, marketers will be able to target people who have browsed other websites in the past based on cookies that can track activities on the Web. An increasing portion of display ad sales are driven by this type of technology, which sells ads based on user browsing patterns.  Real-time bidding will account for about $5.08 billion, or 27 percent, of the projected $18.9 billion to be spent on U.S. online display ads in 2015, according to researcher IDC.  With real-time bidding, there is no longer the need to reserve prepaid advertising space.  Advertisers bid on each ad impression as it is served and the impression goes to the highest bidder and their ad is served on the page.  This allows Facebook advertisers to show more relevant ads while maximizing efficiency and effectiveness.  The result is highly targeted advertising for consumers.  Facebook Exchange also allows marketers to expand their reach to take advantage of the leverage and scope of Facebook’s 900 million users worldwide.  With Facebook Exchange, advertisers will be able to reach users when they are on Facebook the same way they are able to reach them when they are surfing the internet. Browsing data can also be more of an indication of intent to purchase a product or service than stated interests listed in profiles, “Likes,” or “Shares.”  If the resulting targeted ads prove more relevant to users, Facebook will be able to charge more for their advertising space, which means a dramatic boost in sales.

BeeSeen, a San Francisco Digital Marketing Agency, is extremely excited by the new Facebook Exchange.  It is an early adopter and supporter of this service that will reach specific types of users on Facebook based on their browsing history.  BeeSeen sees the value it will bring to interactive and integrative marketing.  At BeeSeen, working with DSP’s in a strategic way works well in an integrated marketing campaign versus ads alone.  Display ads and search marketing go well together, by boosting performance for each other.  BeeSeen is on the cutting edge of online advertising and this type of ad technology supports fully integrated marketing campaigns by connecting marketing programs across different channels.  Search marketing and display advertising connects with social media marketing.  Ads on social networks encourage users to buy products and services in stores and online.  Facebook Exchange is a very promising step forward for increasing revenue for Facebook and businesses.  It is a win-win situation for both so yes, let Facebook retargeting begin!

About BeeSeen:

BeeSeen provides digital marketing services helping companies increase their online visibility, and more importantly increase their sales.  BeeSeen’s core capabilities include E-Marketing Strategy, Search Engine Optimization (SEO), Pay Per Click (PPC) Management, Display Advertising, E-mail Marketing, Social Media Marketing, Revenue and Conversion Lift Consulting and Website Analysis and Reporting.  More information on BeeSeen can be found on their website: http://www.beeseen.com.

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