How Brands on Facebook Should Use Measurement

By David Cohen Comment

FacebookIQMeasurementTeaser

Facebook IQ stayed close to home in its study to determine the impact of measurement, examining campaigns by Facebook and Internet.org.

The Facebook Marketing Science team and the social network’s brand marketing team, The Factory, studied Facebook and Internet.org campaigns that ran in Canada, Australia and the U.K. from February through April, with three focus areas:

  • Optimal frequency.
  • Reach versus frequency tradeoffs.
  • Creative formats.

Facebook IQ summarized the study’s findings in a blog post:

We observed that the optimal frequency of a campaign varied depending on the specific objective of the campaign, though low and medium frequency (as compared to high) were optimal. Within this study, low frequency allowed higher reach and was a more efficient use of dollars—especially with respect to ad recall. And a higher proportion of video impressions (50 percent and 75 percent of impressions as video) led to higher lifts in favorability.

FacebookIQHowToApproachAMeasurementStudy

The social network’s research arm also offered the following takeaways for marketers:

  • Measure for success: Test for yourself. Identify the most important business objectives for your brand and prioritize the right research questions to evaluate your campaign’s effectiveness.
  • Think holistically: Assess your campaign plan from brief to execution. Examine which platforms are most effective for your brands. To develop an effective campaign strategy, evaluate how each platform works, both independently and together, to deliver against your business objectives. Test your display and video ads to determine the right combinations that lead to effective outcomes for your brand.
  • Learn from all results: Measurement provides marketers with results to iterate and evaluate business decisions. By continuing to learn from measurement results, you can more effectively inform your campaign strategies, whether those strategies are more tactically driven or strategic to the brand.

Readers: What did you think of this study?

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