Commentary

FBX: Where does it go now?

FBX -- Facebook RTB exchange, where advertising exists on the right side of one's page or in one’s news feed -- is a tempting media platform for many marketers. But where does it go from here?

“It’s a great DR [direct response] tool,” says Christopher Hansen, president of Netmining, at OMMA Real-Time Buying event in Los Angeles. “There has been lot of inventory available. CPMs [cost per thousand viewer prices] have been cheap relative to other inventory. But if you look at performance, you might get a skewed viewed.”

“I’ll doubt FBX will go into mobile,” says Drew Huening, associate director, Social Channel, of VivaKi. “So what is the future of FBX?”

Somewhat of a mystery is that Facebook executives aren’t always pushing FBX. “They kind of left FBX on its own,” says Ryan Johnson, Head of Interaction, MediaCom LA.

Not too much of surprise, but newer creative messages work better on FBX. Kelly Wrather, senior content marketing manager, Kenshoo, says dynamic ads outperformed static ads, with e-commerce, travel, and DR marketers doing well.

“I get sucked into the newsfeed ads -- they are so compelling,” says Hansen.

For many there is brand safety with FBX, says Wrather, versus other RTB platforms -- even if you don’t know what posts your ads will run next to. “There is inherent trust.”

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