Advertising retargeting platform AdRoll just announced it will offer “AdRoll Retargeting for Mobile” to all advertisers using its system (following the initial beta period). The company earlier this year introduced the option for marketers to retarget ads to customers and prospects across a variety of devices.
The AdRoll service enables advertisers to retarget desktop users on both Facebook’s and Twitter’s mobile apps, using the social networks Custom Audiences tool and Twitter’s Tailored Audience offering in a single dashboard. The offering was previously only available to managed accounts on Adroll.
But AdRoll, which says it has about 15,000 ad customers overall, is now extending cross-device retargeting on Facebook to all advertisers through its self-service dashboard. The firm has plans to open up Twitter retargeting later this year.
Starting now, marketers can retarget Facebook users on smartphones and tablets using the social network’s app-install ads and mobile news feed ads.
App-install ads have been a gold mine for Facebook, and are believed to account for the bulk of the social networking site’s $1.3 billion in mobile ad revenue in the first quarter.
Based on 100 recent retargeting campaigns in the testing phase, AdRoll said click-through rates ranged from 1 percent to 3 percent, with cost-per-click rates between 20 cents and a dollar. Cost-per-installs were as low as 50 cents.