In which digital platform will you be spending your marketing budget for 2013? Web advertisements or Facebook ads? Which platform yields the best results?
AdRoll has released an infographic that helps a marketer decide.
Retargeting is a technique by which a website displays an advertisement that is related to your browsing history.
For example, a user has visited three different websites to study about Singapore as a holiday destination. Now, when the user visits a news website, ads related to "holiday package to Singapore" might be served.
Facebook Exchange (FBX), a technology introduced by Facebook in July 2012, will be able to display ads in Facebook depending on the user's browsing history.
Extending the above example, when the user is viewing the news feed in Facebook, they might be shown an ad related to Singapore.
Infographic below explains which platform performs best in terms of CPC, CPM, CTR and cost per unique visitor.
With the recent launch of Facebook Graph Search, combined with FBX platform, Facebook might emerge as a very competitive platform for Google Ads.
A different angle to the whole story: Firefox, one of the leading web browsers, has announced plans to stop tracking cookies, this simply means that retargeting won't be possible in Firefox. Apple's Safari has been blocking cookies for years now.
But, sources elsewhere claim that these changes shouldn't affect advertisers so much as Safari has been blocking cookies for ten years now and Firefox market share is falling as Google's Chrome has grown.