Telecom (0.919%) and publishing (0.79%) brands are leading the charge in click-through rates.
Only 12.8% of US marketers reported using the Facebook Exchange retargeting platform.
As of December, Facebook garnered 45% of total retargeted clicks.
Facebook is taking a substantial percentage of retargeted impressions, suggesting that brands are increasingly moving their retargeting campaigns onto the social site.
Roughly 6 in 10 marketers and media executives who use Facebook as a marketing tactic also buy ads on the social networking site, a moderate increase from 55% who reported doing so 7 months earlier.
A pair of studies have emerged looking at the performance of Facebook Exchange (FBX), a real-time bidding (RTB) marketplace for Facebook inventory.
After falling by 40% between Q2 and Q3, the cost of advertising on Facebook in the US dropped by another 37% in Q4.
Mobile newsfeed ads achieved a considerable clickthrough rate of 3.38%.
While ads in the sidebar performed poorly, garnering only a 0.04% clickthrough rate among high-value Facebook users, page post ads in the newsfeed saw a clickthrough rate more than 46 times higher, at 1.87%.
Research firm Cowen and Company estimated in January that this year, Facebook’s total worldwide ad revenues would reach $6 billion, with $1.7 billion coming from mobile.