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Home » Advertisers Can Now Measure Brand Lift across Both TV and Facebook Campaigns

September 27, 2017

Advertisers Can Now Measure Brand Lift across Both TV and Facebook Campaigns

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September 27, 2017

Photo Courtesy of Facebook IQ

Keeping track of all your ad campaign results as they run on different media platforms can be a pain. Facebook is now offering two-in-one solutions for advertisers who want to compare and contrast ad campaign performance across both TV and Facebook platforms through one screen. One solution, the Nielsen Total Brand Effect with Lift, is currently available to all advertisers in the US and United Kingdom. The other solution, Facebook Cross-Platform Brand Lift, is expected to roll out in early 2018.

@Facebook partnered with @Nielsen so #advertisers can measure brand lift for both #TV and Facebook ads. #digitaladvertising Click To Tweet

Nielsen Total Brand Effect with Lift

This partnership with Nielsen allows Facebook to offer advertisers the ability to measure efficiency of TV campaigns in comparison or combination with Facebook ad campaigns in one metric screen. Advertisers also have the option to combine this Total Brand Effect with Nielsen’s Total Ad Ratings (TAR) for approximate reach measurements.

To reap the benefits of the Nielsen Total Brand Effect with Lift, advertisers need only contact their Facebook representative.

Facebook Cross-Platform Brand Lift

For Facebook, Instagram, and Audience Network, this solution will allow advertisers to measure ad performance across all three platforms in one screen. Additionally, there will be self-serve reporting options for tracking frequency and duration of Facebook usage during commercial breaks.

Benefits of Lift Measurement

This graphic is a sample illustration. Exact reporting details vary. Photo Courtesy of Facebook Newsroom

Advertisers will have more flexibility and capability in terms of brand lift measurement to compare test versus control scenarios as they relate to TV ad exposure, and how it relates or differs from Facebook ads.

Specifically, these tools conveniently allow advertisers to compare and contrast TV and Facebook ad campaigns (whether independent of each other or in cohesion) and ultimately determine what is working, what can be better, and what needs to change.

According to Facebook, advertisers have already begun benefiting from the new brand lift solutions. Cleaning and appliance company Shark, for instance, used the Nielsen Total Brand Effect with Lift solution and received the following results (verbatim from Facebook):

  • A 22-point lift in ad recall for TV and Facebook (versus a 6-point lift for TV-only and a 3-point lift for Facebook-only)
  • An 8-point lift in purchase intent for TV and Facebook (versus a 6-point lift for TV-only and a 1-point lift for Facebook-only)
  • A 6-point lift in awareness for TV and Facebook (versus a 3-point lift for TV-only and a 3-point lift for Facebook-only)

With a bulk of advertising popularity moving to video, having the ability to measure TV ads in conjunction with Facebook ads on one measurement platform is only the beginning.

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Article by Anna Hubbel / Advertising, Facebook, Facebook, Product Updates, Video Ads / advertisemint, audience network, brand lift, brand lift metrics, brian meert, facebook ad agency, facebook ad campaigns, facebook advertising agency, facebook cross-platform brand lift, facebook newsroom, facebook product updates, nielsen total brand effect, product updates, tv ad campaigns, tv ads

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