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Facebook Bridges Measurement Options, Video Tools With An Eye Toward CPG Brands

The social net claims a 25 percent gain in the number of active advertisers since February, and is looking for major brands to increase their cross-screen spending.

Facebook polling aims to provide marketers with another layer of insight into its audience.
Facebook polling aims to provide marketers with another layer of insight into its audience.

When the industry numbers for quarterly online advertising growth are tallied, the figures often driven by the increases recorded by the likes of Facebook and Google. As Advertising Week XII kicks off it’s only fitting that the social network should release its own individual update of how well it’s doing — and what new appeals it has for advertisers, particularly consumer packaged goods marketers that are looking to use social media to connect national-to-local and cross-platform campaigns.

Since February, the number of advertisers on Facebook has risen 25 percent to 2.5 million active marketers, according to a company blog post in conjunction with its participation in events during AWXII. (To put that number in context, Facebook also works 40 million local businesses around the world at any given time). With 968 million daily active users on average, Facebook is as close to a “mass medium” as TV and newspapers have historically been.

Facebook appears to agree, so it’s now adopting the audience measurement format most closely associated with TV advertising: Targeted Ratings Points.

“Knowing that TV and Facebook complement each other, we’re introducing a way for advertisers to buy Facebook video ads by using Target Rating Points as the metric,”  Facebook’s post says. “Marketers can plan a campaign across TV and Facebook with a total TRP target in mind and buy a share of those TRPs directly with Facebook.”

The move towards TRPs as way of demonstrating whether an ad “worked” in terms of effectively resonating with Facebook users drew applause from media buyers and their brand clients.

“We’ve always known that it is critical to leverage the power of a multi-screen strategy in this cluttered media environment. Through our collaborative partnership with Facebook, they were able to validate this with data and deliver results,” says Ronalee Zarate-Bayani, head of Digital Advancement, The Hershey Company. “The Brookside brand achieved positive results during this test period with an overall increase in ad recall, awareness and purchase intent when paired with a live television campaign. TRP Buying is an innovative new Facebook product for those looking to successfully continue to develop, adapt, grow and succeed in today’s marketplace.”

Rounding out Facebook’s offerings are three other tools designed to blur the line between brand advertising and direct response, as well as traditional media and online:

  • Brand Awareness Optimization: A new solution that enables advertisers to maximize and better measure brand awareness generated by Facebook campaigns by optimizing reach and attention (time people spend viewing an ad).
  • Mobile Polling: New partnership with Millward Brown Digital on Brand Lift Insights for Facebook and Instagram, allowing advertisers to conduct mobile polling, enabling measurement of campaign effectiveness in the same place the campaign’s messages are being delivered. Mobile Polling is now available through both Nielsen and Millward Brown Digital on Facebook and Instagram.
  • Video in the Carousel format: Facebook launched the carousel format last year, giving advertisers more creative capability in News Feed and drive actions like app installs and website visits; Facebook is now announcing the ability to add video to the carousel format.

Video is becoming a more popular way to both target local consumers by major marketers as they seek to build the “right kind of scale,” namely the sliver of shoppers who make the purchases of new CPG products.

“As we continue to shift towards investing in a ‘video everywhere’ media strategy, digital media has become a huge opportunity for us to reach a very targeted audience utilizing a format that is highly effective,” says Scott Hudler, VP of Global Consumer Engagement for Dunkin’ Brands, the parent company of Dunkin’ Donuts and Baskin-Robbins. In partnership with Facebook, we are excited for the opportunity to test ways in which we can best measure and account for success in a way that is consistent with our traditional video buying metrics. Working towards a common currency of data to validate delivery is critical so we can optimize towards success.”

“The role of marketing fundamentally changes in the digital economy and the discipline of media is becoming more central to brand and business success,”adds Nigel Morris, CEO, Dentsu Aegis Network Americas & EMEA. Mobile video is a key point of disruption and the way we are innovating with Facebook to test and launch TRP Buying in the market is key to being able to pivot at speed to match dramatically changing consumer behavior.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.