Director of Ads Product Marketing, Graham Mudd, has reportedly said that TV ad campaigns supported by the social media ad can be a flawless combination for marketers to reach wider audiences.
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Facebook, in collaboration with Nielsen, launched mobile polling earlier this year to help brand advertisers understand the impact of their mobile campaigns.
With a total TRP target in mind, advertisers can plan a campaign across TV and Facebook and can buy a share of those TRPs directly with Facebook.
“Does Facebook want video ad dollars? Yes”. “Then, Nielsen’s Digital Ad Ratings measurement system can verify Facebook’s in-target TRP delivery, and Nielsen’s Total Ad Ratings system can verify the TRP delivery for Facebook and television combined”.
“We know the destination”, said Carolyn Everson, VP-global marketing solutions, Facebook.
Here’s how TRP buying will work: In a throwback to pre-programmatic buying processes, advertisers and agencies will need to call or email a Facebook sales rep with the details of the video ad campaign they want to run. The TRIP buying system bends on the social media firm’s alliance with Nielsen’s Digital Ad Rating division. After its eye-opening experience with the Facebook-owned Instagram, perhaps their next big push will involve the potential for video on Facebook.
Advertisers that conduct campaigns synchronised across TV and Facebook see 19 per cent increase in targeted reach versus TV alone – this increase to 37 per cent with “millennial audiences – according to the study”.
If brands want more information about how people are responding to their ads, Facebook is expanding the ways that brands can survey its users. These include TRP buying, brand awareness optimisation, mobile polling and video in carousel format.
Facebook is making an attempt to persuade advertisers, particularly those that use video, that their dollars might be higher spent on cellular platforms quite than on TV as customers, particularly millennials, spend extra time on their telephones than watching tv.
Facebook said it is also offering new options designed to help advertisers looking to build brand awareness, as opposed to those looking for direct response.
Social media giant Facebook has launched new advertising products that will assist marketers reach consumers on their mobile devices.
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On television, advertisers can buy ads based on how many people they will reach, an approach Facebook has adopted to ease the transition between television spending and digital spending. Advertisers will also be able to poll users on mobile phones about whether they saw an ad – a feature that used to be available only on desktop computers – and they can use a format that allows them to display multiple videos at once that users can scroll through.
