September 27, 2017
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.
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
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.
