Facebook to compare social ads to TV, experts feel new tool will add value to brands
Facebook's two new brand measurement tools will compare brand lift across Facebook-only ads, TV-only ads or both types of ads
Facebook will soon be launching two new brand measurement tools to better understand the impact of campaigns, effectiveness of media channels and more. Both tools will compare brand lift across Facebook-only ads, TV-only ads or both types of ads.
The tool called ‘Facebook Cross-Platform Brand Lift’ plugs into TV analytics company iSpot to crunch data on brand lift across Facebook, Instagram and Facebook Audience Network (FAN) ads. Consumers are asked in surveys if they watched specific TV programmes and then receive follow-up questions about ads that aired during the programmes. Brands can then compare the results from people who were exposed to ads and those who were not. Facebook is slowly rolling out Cross-Platform Brand Lift to advertisers with the goal of making it widely available in the first quarter of 2018.
The second tool works similarly but Nielsen powers it, using its database of TV programming to determine whether someone who was watching TV also saw a Facebook ad. Nielsen will run its own polls and analyse data within the tool. Nielsen Total Brand Effect with Lift is available for marketers in the U.S. and U.K.
Last week, Facebook rolled out a large round of transparency and brand safety changes, including new guidelines for creators and a campaign tool that shows advertisers where their ads ran. Facebook now works with 24 measurement companies.
Chetan Asher, Co-Founder & CE, Tonic Worldwide says, “I think cross platform brand lift studies will bring immense value to brands and help them understand campaign impact better. Also the fact that this will be available to advertisers who spend lower than what currently qualifies for ad recall study. The comparative results may help Facebook get higher spends from these advertisers.”
Gautam Mehra, Chief Data Officer, Dentsu Aegis Network India feels that it’s a good move. He said, “Both YouTube and Facebook have tremendous video reach. And enabling such studies makes it easier for brands to understand the true effectiveness of media channels as a whole rather than in silos.”
Almitra Karnik, Head of Marketing Clevertap, feels that Facebook has taken a major leap towards bridging the gap between TV and social media ad campaign spends. She added, “Given the fact that users constantly shift between multiple devices and platforms today, marketers are faced with the omnipresent challenge of recognising the efficacy of the multiple campaigns they run. This tool would help unify metrics and reporting across TV and social media while seeking real-time feedback and inputs from users. Key insights will help marketers identify opportunity gaps and create campaigns in a more targeted manner to reap better returns on investment in the future.”
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