Facebook is creating its bid for brand advertisersa TV budgets.
Facebook will offer advertisers the option of having the company measure how the ads it sells influence peopleas awareness of a brand and how that compares with advertisersa Tv campaigns, the company announced on Friday.
With the new measuring program called Facebook Cross-Platform Brand Lift, Facebook will survey people proven ads across Facebook, Instagram and its Audience Network ad network to see if they remember an ad and the corresponding brand. Then it will report how abrand lifta on Facebook compares with brandsa TV ad campaigns measured in a similar way by Tv ad analytics firm iSpot.
Facebook expects to roll out the cross-platform brand lift measuring program to advertisers sometime in early 2018. However today Facebook is rolling out a similar Facebook-and-TV brand-lift measurement program run by Nielsen called Nielsen Total Brand Effect With Lift. That program is now available to advertisers in the US and the UK through Facebookas marketings team and will open up to advertisers in Australia by the end of the year.
Being able to measure impact of Facebook ads on brand lift and compare it against TV and other non-Facebook campaigns is not new. Facebook already offers brand lift surveys through its marketings team, and advertisers can order similar analyses for Facebook and non-Facebook campaigns from companies like Millward Brown and Nielsen.
But the route that advertisers will now be able to measure and comparison brand lift for their Facebook and TV campaigns is new in an important style for both Facebook Cross-Platform Brand Lift and Nielsen’s Total Brand Effect With Lift. Before iSpot or Nielsen poll people on what ads they did or didnat find and how those ads did or didnat impact them, they will ask whether a person watched a specific TV demonstrate. If a person answered “yes,” then they would have had an opportunity to see the corresponding brandas Tv ad, and the Tv adas brand lift can be measured with follow-up questions like aDo you recollect assuring an ad from Brand X? a and aDo you plan to buy Brand Xas product shown in that ad? a If a person answered “no” that they did not watch the demonstrate, then they would not be included in the Tv adas brand lift outcomes. By adopting this opportunity-to-see topic, iSpot and Nielsen are better able to qualify whether a person would or would not have find a brandas TV ad and solidify the TV side of an advertiser’s brand-lift outcomes.
There is another important difference when it comes to the Facebook’s upcoming brand-lift measurement program. That program will be available to advertisers with lower expend minimums than those who qualify for third-party measuring. It will also offer brands a self-serve platform to configure their TV-and-Facebook brand-lift studies and opinion research results.
The roll-out of Facebook Cross-Platform Brand Lift is a shrewd move by Facebook. If Facebook’s brand lift analyses can show more advertisers that their ad spend on the platform yields obliging brand metrics, it is unable to seduce bigger budgets across a wider situated of advertisers. The cross-platform examines also provide a common speech across media buying teams. By presenting Facebook brand lift next to that of Tv campaigns, Facebook could stand to gain budget allocations if marketers see that pairing Facebook and TV together offer better results by running cross-platform campaigns.
While having Facebook measure brand lift may lower the requirements for advertisers interested in tracking brand impact, it does require a higher leap of faith, since Facebook will be effectively grading its own homework by surveying its users about the ads it sold, and given the series of 10 measurement mistakes that Facebook has disclosed over the past year, including one announced earlier this year in which Facebook incorrectly charged advertisers for video ad carousel campaigns.
Read more: marketingland.com