Dive Brief:
- According to AdRoll research business marketers are finding Facebook an attractive venue for retargeting campaigns.
- Spending is up 31% year-over-year for retargeting ads, and has increased 61% for B2B retargeting campaigns.
- Overall, worldwide almost half of all B2B marketers are using Facebook for retargeting campaigns.
Dive Insight:
Marketers are doubling down on retargeting campaigns on Facebook, new AdRoll research shows. Taken as an aggregate, half of B2B marketers using AdRoll worldwide are using Facebook for retargeting, and two-thirds of retailers are doing the same.
One result marketers will find intriguing is that when the social network giant added mobile to its retargeting mix, clickthrough rates went up, but CPCs fell.
Separately, according to Ascend2 research, marketing technology remains a struggle for B2B marketers. The August study found that less than one-third of respondents said martech was improving performance, and more than two-thirds reported not having all the martech tools they needed.
