As brands and agencies gather in New York City for Advertising Week, Facebook has taken the opportunity to announce today, via a blog post, that it is introducing a way for advertisers to plan, buy and measure Facebook video ads TV-style, using target rating points (TRP) as the metric.
“Marketers can plan a campaign across TV and Facebook with a total TRP target in mind, and they can buy a share of those TRPs directly with Facebook,” Facebook explained in the blog post. “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.”
According to a Facebook-commissioned Nielsen Total Ad Ratings analysis of 42 campaigns in the U.S. from Q2 2014 to Sept. 1, 2015, when TV and Facebook were combined, advertisers saw a 19% increase in targeted reach versus TV alone. And when millennials were the target audience, incremental reach increased to 37%. According to the same study, Facebook impressions were two times more likely to hit their target audience than TV impressions, signaling that Facebook advertisers spent less to reach their target audiences.
Facebook also unveiled three other tools — brand awareness optimization, improved mobile polling and video in carousel format.
Designed to help advertisers find the audiences most likely to recall their ads, brand awareness optimization will have a limited release on Facebook and Instagram in October, with widespread availability coming in the next few months.
Today, Facebook added video capabilities to its carousel ads, launched last year to give advertisers more real estate in the News Feed to showcase their products and drive actions app installs and website visits.
Facebook launched mobile polling in collaboration with Nielsen earlier this year. Today, it announced that its also partnering with Millward Brown Digital to provide brand lift insights for Facebook and Instagram, allowing advertisers to conduct mobile polling on both platforms.
The new ad tools come on the heels of last week’s announcement that Facebook was rolling out 360-degree videos on its newsfeed, starting today, including clips from Discovery, GoPro, LeBron James & Uninterrupted, NBC’s “Saturday Night Live” and Vice, as well as an exclusive immersive experience from the highly-anticipated Disney/Lucasfilm sequel “Star Wars: The Force Awakens,” due in theaters Dec. 18.
What the online video industry is really hungry for at the moment is news about Facebook’s roll-out of auto-play ads running in between clips in users’ “suggested videos,” first announced in July, which was conspicuously absent from today’s announcement.