Data on the Q3 use of the
Facebook Exchange (FBX), Facebook's real-time bidding (RTB) advertising exchange, has been out for a while now, but new data from Netmining looks inside the
quarter-over-quarter numbers of four key verticals: retail, insurance, travel, and B2B.
On FBX as a whole, impressions were up 33% in Q3, as were clicks. Media spend increased 45% in Q3
after a 42% jump in the previous quarter.
"Overall, FBX growth is gaining momentum quarter over quarter as more marketers become familiar and receptive of FBX inventory, and as
optimization strategies improve," Netmining wrote.
Looking inside the retail, insurance, travel, and
B2B verticals, all four increased their media spend at roughly the same rate in Q3. Insurance (49%) increased spend the most of the four. B2B (47%), travel (45%), and retail (45%) were all close to
50% increases in spend as well.
All four verticals also saw increases in clicks, but none as much as B2B. From Q1 to Q2 of this year, B2B advertisers actually saw their clicks on
FBX decrease by 51%. However, the vertical rebounded from Q2 to Q3, as clicks surged 197%. Similarly, B2B's impressions were down 39% from Q1 to Q2 but shot up 123% in Q3.
Travel
was similar in that its clicks were down 13% from Q1 to Q2 but rebounded up 33% in Q3. Retail (30%) and insurance (53%) also saw considerable increases in clicks in Q3.