SOURCE: Marin Software

Marin Software

October 07, 2014 08:30 ET

Marin Software: Holiday Retailers Missing Mark on Facebook

Facebook Data Analysis Reveals Black Friday and Cyber Monday May Not Be the Best Time to Reach Holiday Shoppers on Facebook

SAN FRANCISCO, CA--(Marketwired - Oct 7, 2014) - Marin Software (NYSE: MRIN), provider of a leading cross-channel performance advertising cloud, today released findings outlining the best days for retailers to reach holiday shoppers on Facebook. Marin's analysis of Facebook advertising indicates ad engagement on the social network peaks two weeks before Thanksgiving, suggesting retailers would see better ad performance on Facebook if they changed the timing of some of their ad campaigns.

News Highlights:

  • According to ComScore, Black Friday and Cyber Monday accounted for more online revenue than any other day during the 2013 holiday shopping season. Not surprisingly, online ad spend across search, social and display channels spikes around Thanksgiving week. Performance data from Marin Software suggests retailers advertising on Facebook would be better served targeting consumers two weeks before Thanksgiving.
  • Consumers interact with social networks differently than they do with traditional performance marketing channels such as search and display. In looking at consumers' engagement with Facebook ads as measured by click-through rate (CTR) -- measurement of ads seen and clicked on -- Marin found the CTR of Facebook ads spiked roughly two weeks prior to Thanksgiving on November 12, 2013.
  • According to Marin Software's findings, the CTR of Facebook ads on November 12, 2013 was a stunning 1,620% higher than the CTR on Black Friday and 855% higher than Cyber Monday.
  • Looking at ad click volume, Marin Software found November 12, 2013 had 60% more clicks than compared to Black Friday, and 100% more clicks than Cyber Monday. The highest number of Facebook ad clicks occurred on December 24, 2013 -- 472% more clicks than Black Friday.
  • Marin Software's Facebook holiday data findings, as well as the latest best-practices in retail performance marketing, are available in The Retailer's Last Minute Guide to Holiday Advertising on Facebook, which can be downloaded at: www.marinsoftware.com/resources/whitepapers/the-retailers-last-minute-guide-to-holiday-advertising-on-facebook-4-savvy-strategies-and-8-quick-tips-for-performance-marketing-success.

Quotes:

  • "Facebook advertising is a performance marketer's dream," said Daniel Morris, Director of Product Marketing at Marin Software. "As the network's ad offerings have matured, sophisticated advertisers are no longer viewing Facebook as a site for measuring nebulous factors like engagement. More and more, performance marketers understand Facebook's unique position in the buyer's online journey. Recognizing Facebook's role and relationship with complementary search and display campaigns, advertisers are adjusting their creative and spend to convert audiences across seasons, channels and devices. For example, using Marin Software's Audience Marketing Suite, a retailer could run a Facebook campaign leading up to Thanksgiving week, segment consumers that clicked on the Facebook ads, and then retarget those active consumers during the busy holiday week on search and display channels where they are more likely to convert."

About Marin Software
Marin Software Incorporated (NYSE: MRIN) provides a leading cross-channel advertising cloud for performance marketers to measure, manage and optimize more than $6 billion in annualized ad spend across the web and mobile devices. Offering an integrated SaaS platform for search, display and social advertising, Marin helps digital marketers improve financial performance, save time, and make better decisions. Advertisers use Marin to create, target, and convert precise audiences based on recent buying signals from users' search, social and display interactions. Headquartered in San Francisco, with offices worldwide, Marin's technology powers marketing campaigns in more than 160 countries. For more information about Marin's products, please visit: http://www.marinsoftware.com/solutions/overview.

Forward-Looking Statements
This press release contains forward-looking statements including, among other things, statements regarding the use of Facebook advertising by retailers and marketers. These forward-looking statements are subject to the safe harbor provisions created by the Private Securities Litigation Reform Act of 1995. Actual results could differ materially from those projected in the forward-looking statements as a result of certain risk factors, including but not limited to marketers increasing their spend as a result of any considerations revealed by our analysis; the ability of Marin Software platforms to optimize a marketer's particular campaign; adverse changes in general global economic or market conditions; delays, reductions or slower growth in the amount spent on online and mobile advertising; and unforeseen developments in the digital advertising industry generally, technological changes; competition; and the fact that the digital advertising market is an emerging market and rapidly evolving. These forward looking statements are based on current expectations and are subject to uncertainties and changes in condition, significance, value and effect as well as other risks detailed in documents filed with the Securities and Exchange Commission, including our most recent reports on Form 10-K and current reports on Form 8-K that we may file from time to time. Marin Software assumes no obligation to, and does not currently intend to, update any such forward-looking statements after the date of this release.

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