STUDY: Retargeting on Facebook Leads To Higher CTR, Lower Mobile CPM

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More advertisers are discovering Facebook’s complex ad models, such as retargeting via Facebook Exchange and Website Custom Audiences. How effective can these techniques be? A new study by AdRoll, a Facebook Exchange partner, showed that by using both FBX and Website Custom Audiences, the CPM of News Feed ad impressions on mobile was 57 percent lower than desktop, generating a 10 percent higher click-through rate. It led to a 61 percent lower cost-per-click for News Feed ads on mobile compared to desktop.

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Marc Andreessen, Peter Thiel Convert Facebook Class-B Shares to Class-A

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Facebook Directors Marc Andreessen and Peter Thiel converted class-B shares in Facebook to class-A and detailed other transactions in Form 4 filings with the Securities and Exchange Commission Monday, while Vice President of Business and Marketing Partnerships David Fischer and Chief Accounting Officer Jas Athwal amended their earlier Form 4 filings with Form 4/A filings.

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Bolt CEO to Instagram: Please Don’t Steal Our Name

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Facebook’s tendency to brand its new applications and features with names that are already in use in the tech sector appears to have been adopted by its Instagram unit, as well, as Andrew Benton, co-founder and CEO of mobile voice app Bolt, penned a blog post in the form of a “Dear Instagram” letter to the Facebook-owned photo- and video-sharing network over its apparent plans to launch a photo-messaging app called Bolt.

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