Ginny Marvin says, “Advertisers continue to increase investment in Facebook retargeting, with average spend per advertiser increasing by 31 percent year over year, according to a new study from retargeting platform AdRoll.

Much of the spending growth is being driven by B2B advertisers. Among B2B companies, the average spend per advertiser on Facebook rose 61 percent for the year, compared to 31 percent among retail advertisers. Globally, 49 percent of the B2B advertisers using AdRoll are running retargeting campaigns on Facebook, while two-third of the retailers using AdRoll run campaigns on Facebook.

These ratios are fairly similar in the US; however, the trend looks quite different in Europe, where B2B advertisers barely increased Facebook investment over the year (up just 5 percent), compared to a 37-percent bump in Facebook spending by retail companies“.

Advertisers’ Spend On Facebook Retargeting Up 31 Percent YoY [Study]

Marketing Land

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