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Facebook debuts new video ad buying tools to win over TV advertisers

Facebook has kicked off Ad Week New York with the announcement of new advertising tools that let brands better synchronise their ad campaigns across screens, using Target Ratings Points (TRP) as a measurement metric, plus enhanced brand awareness tools.

The social network is keen to highlight how its video ad formats are complementary to TV campaigns, and is this week introducing TRPS, which it claims will help advertisers assess how well their Facebook video ads perform in conjunction with their TV ad slots using a like-for-like metric.

This means that 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 using industry standard Nielsen measurement tools, according to the social network.

To support the launch, Facebook has published research it has conducted in conjunction with Nielsen which shows that boosting TV campaigns with Facebook video ads drives incremental reach, increases efficiency and improves effectiveness.

Advertisers that conduct campaigns synchronised across TV and Facebook see 19 per cent increase in targeted reach versus TV alone – this increase to 37 per cent with “millennial audiences – according to the study.

“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. 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,” reads a blog post announcing the launch.

In addition, it has also used the flagship event to unveil additional optimisation tools that let advertisers better understand how their campaigns on Facebook and Instagram generate brand awareness by allowing advertisers to conduct mobile polling on both platforms.

The same blog post reads: “Brand awareness optimisation is designed to help advertisers find the audiences most likely to recall their ads.

“It takes two primary factors into account: attention and reach. We’ve found that, when it comes to brand awareness, it’s not just how many people you reach that matters - it’s also crucial to break through and earn people’s attention.”

In addition, Facebook has also announced the addition of video to its carousel ad formats which it introduced last year.

Facebook will be promoting the new tools at a host of sessions during Ad Week New York this week.

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