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Advertising Week

Facebook Debuts Ad-Buying Product to Get Into More TV-Minded Budgets

New video and brand-awareness tools as well

Facebook is making big data moves for Advertising Week.

For years, Facebook has wanted marketers for large brands to spend more on its social media platform when planning out television-based, integrated advertising campaigns.

On the eve of Advertising Week in New York, the tech giant is introducing a purchasing product dubbed TRP Buying—which references the metric called target-rating points (TRPs). The TRP Buying system leans on Facebook's partnership with Nielsen's Digital Ad Ratings division, which will verify how well the social site's video ads perform in conjunction with TV spots.

The TRPs will help determine the cost of Facebook video ads while informing participating brands on how to target consumers via Facebook and the tube. A target-rating point, by definition, is a specific consumer audience within a gross-rating point (GRP), which has been a key metric for TV ad measurement since the 1950s. Facebook's branding of "TRP Buying"—referencing terminology that's familiar to traditional ad buyers—is not an accident, of course. 

"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," the social media company said in a blog post. "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."

In a statement emailed to Adweek, Graham Mudd, director of ads product marketing, said: "TV ad campaigns supplemented by Facebook advertising provide an ideal combination for marketers to both reach large audiences and build their brands. Now we're making it even easier to extend and augment TV campaigns through the introduction of TRP Buying, so advertisers can plan, buy and measure Facebook ads using the same guarantees and Nielsen verification they're used to with TV."

Is the measurement system airtight, though? Advertising Week attendees can soon expect to learn how Facebook will make that claim, as the Menlo Park, Calif.-based company has a number of speakers (including Mudd) who are scheduled to get on stage during the four-day event. And they'll almost certainly highlight a few numbers that Facebook also disclosed. 

For instance, the blog post said that Facebook and Nielsen studied 42 U.S. campaigns and found a 19 percent increase in targeted reach when Facebook and TV ads were combined versus television alone. When Gen Y consumers were the target audience, the reach was 37 percent better.

Here are a few other data-based proclamations from Facebook:

  • Across the same 42 campaigns, Facebook video impressions were two times more likely to hit their target audience than TV impressions.
  • A study by Nielsen of seven recent campaigns suggested that, compared to people who watched just the television spots, viewers who were exposed to both TV and Facebook demonstrated the following: a 3.2 percentage point increase in ad memorability; an 11.5 percentage point increase in the ability to link the brand to the ad; and a 22.7 percentage point increase in likeability.
  • Since February, Facebook has seen a 25 percent growth in ad buyers, bringing its total to 2.5 million advertisers regularly spending money on the platform. 

Additionally, Facebook made a trio of other smaller, but interesting announcements.

For instance, Facebook is allowing videos in its carousel ad unit for the first time. The platform unveiled the carousel option—which lets consumers swipe through different pieces of content—last year but only as a tool for photos. It will be intriguing to see how many brands jump on the video carousel feature in the coming weeks. 

Also, Facebook next month will roll out a brand awareness optimization tool that's designed to help marketers find consumer segments that are most likely to recall their ads. 

Lastly, the social media player is now working with Millward Brown Digital to let advertisers conduct mobile polling for insights to be used in Facebook and Instagram campaigns.

"Polling also relies on experimental design methodology, which means marketers can clearly observe the changes in brand metrics caused by their campaigns," the blog post said. 

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