Facebook follows Google to enable advertisers to evaluate their campaigns with new cross-platform ad tool
Facebook has introduced Facebook Cross-Platform Brand Lift in the US and UK which along with Nielsen Total Brand Effect with Lift will help advertisers optimize their Facebook and TV campaigns using actionable results according to a blog post.
Facebook introduces ways to enable advertisers to evaluate the impact of their ad campaigns
The platform will see Facebook will match rival Google which launched Brand Lift for TV some years back in order to help marketers understand how YouTube campaigns can impact metrics such as awareness.
Facebook's advertising partners who are expanding from digital advertising into cross-media campaigns will be able to leverage Facebook Cross-Platform Brand Lift solution.
Margo Arton, senior director of Ad Effectiveness at BuzzFeed said: “Now that Buzzfeed has begun to diversify our media strategies to include both Television and Digital, having the option to leverage solutions such as Facebook’s Cross-Platform Brand Lift and Nielsen Total Brand Effect with Lift presents a great opportunity."
"We look forward to using cross-platform brand lift measurement to both receive valuable insights about our multi-media campaign performance in a single reporting surface, and also to optimize campaign elements such as spend and creative across both platforms.”
Facebook cited an example of household brand Shark's campaign which was deemed a success as measured by Nielsen Total Brand Effect with Lift.
Ajay Kapoor, VP, Digital Transformation & Strategy, SharkNinja said: “We proved that Facebook video ads are a natural complement to TV campaigns. We experienced better brand results among people who saw ads on both versus just TV or Facebook alone. We saw the ‘better together’ impact first-hand. Facebook and TV are powerful individually, but deliver a stronger message to our audience when used in tandem.”
Facebook recently introduced more ways to help marketers re-engage offline audiences.