Facebook offers tools that analyze the impact of television and social media ads
Posted: Tue Jan 07, 2025 8:49 am
Facebook is launching two brand measurement tools that analyze the impact of TV ads on the social network, and vice versa. The two tools compare ads that can be seen only on Facebook, only on TV, and those that can be seen in both places.
The first tool is Facebook Cross-Platform Brand Lift . This tool connects to TV analytics company iSpot to pull in data on brand lift across ads on Facebook, Instagram, and Facebook Audience Network. Through surveys , consumers are asked to respond to whether they watch certain TV shows and then answer follow-up questions about the ads that air during the shows. Facebook aims to have this platform fully available by the first quarter of 2018.
The second tool is similar, but it's powered by Nielsen . It uses its argentina phone number database of television programming to determine whether someone who was watching TV also saw an ad on Facebook. In addition, Nielsen will conduct its own surveys and analyze the data on the impact of the ads. The Nielsen tool will be available in the United States and Great Britain.
These tools, according to adweek.com , are a response from Facebook to marketers' requests for more transparency in the social network's reporting and methodology due to a number of measurement issues. "Our commitment remains to help companies understand their marketing value on and off Facebook," Shoemaker said. "Is their creative really performing better because it's diversified across platforms and they have complementary messaging that's really helping to drive brand results in a more effective way.
The first tool is Facebook Cross-Platform Brand Lift . This tool connects to TV analytics company iSpot to pull in data on brand lift across ads on Facebook, Instagram, and Facebook Audience Network. Through surveys , consumers are asked to respond to whether they watch certain TV shows and then answer follow-up questions about the ads that air during the shows. Facebook aims to have this platform fully available by the first quarter of 2018.
The second tool is similar, but it's powered by Nielsen . It uses its argentina phone number database of television programming to determine whether someone who was watching TV also saw an ad on Facebook. In addition, Nielsen will conduct its own surveys and analyze the data on the impact of the ads. The Nielsen tool will be available in the United States and Great Britain.
These tools, according to adweek.com , are a response from Facebook to marketers' requests for more transparency in the social network's reporting and methodology due to a number of measurement issues. "Our commitment remains to help companies understand their marketing value on and off Facebook," Shoemaker said. "Is their creative really performing better because it's diversified across platforms and they have complementary messaging that's really helping to drive brand results in a more effective way.