• Digital Market Asia, Friday, December 13, 2013 12:31 PM

Digital Market Asia has reported that early results of a Facebook Exchange (FBX) partnership with Optimal -- which enabled brands to purchase FBX inventory in sync with TV commercials -- are positive.

"From the initial results published, the benefits for brands of supplementing programmatic buying with TV content identification are evident. The pilot program of this targeting methodology found that where Facebook News Feed ads were synced in real-time to TV broadcast spots, they experienced over 60% lift in CTR (click-through rate), whilst ads synced to competitor ads saw over 35% lift in CTR," Digital Market Asia reported. "This approach could, in the near future, prove to be the go-to tactic for deploying high value tactical Facebook buys around contextually relevant TV content."

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