Facebook Tops 2.5 Million Active Advertisers, Adds TV-Like Ad Buying

By David Cohen Comment

FacebookAdWeek2015Logo

Facebook rolled into Advertising Week with news that it has reached the 2.5 million-advertiser milestone, along with a host of announcements.

The social network said total active advertisers are up 25 percent from February, to 2.5 million, and it also announced:

  • The ability for advertisers to buy video ads much in the same way they purchase ads on television, by target rating points.
  • Brand awareness optimization, which allows advertisers to optimize reach and attention, or the time Facebook users spend viewing a video ad.
  • A partnership with Millward Brown Digital for Facebook and Instagram, Brand Lift Insights, which permits advertisers to conduct mobile polls to better measure the effectiveness of their campaigns.
  • The ability to add video to carousel ads.

Facebook offered more details on TRP buying in a Facebook for Business post:

TV has long been one of the best platforms for marketers to build their brands. And new Facebook-commissioned custom research conducted by Nielsen shows that boosting TV campaigns with Facebook video ads drives incremental reach, increases efficiency and improves effectiveness.

Knowing that TV and Facebook complement each other, we’re introducing a way for advertisers to plan, buy and measure Facebook video ads using total rating points as the metric. 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.

The social network also provided further details on brand awareness optimization:

Brand awareness optimization 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. By analyzing hundreds of brand campaigns, we found that the longer someone spends with an ad, the more likely they are to remember what they’ve seen.

Brand awareness optimization will be available when buying in the ads auction, as well as through the reach and frequency tool in Power Editor. It will be available this October as a limited release, with full availability in the coming months.

On its new mobile polling features, Facebook said in the Facebook for Business post:

Conducting mobile polls for mobile campaigns allows advertisers to measure campaign effectiveness in the same place the campaign’s messages are being delivered, making the measurements more representative and accurate. Polling also relies on experimental design methodology, which means marketers can clearly observe the changes in brand metrics caused by their campaigns.

Advertisers interested in mobile polling through either Nielsen or Millward Brown should reach out to their Facebook sales representatives.

MobilePolling

Finally, the social network announced that video in its carousel ad format will begin rolling out in Power Editor this week and in the ads create tool “in the coming weeks.”

Readers: What are your initial thoughts on Facebook’s Advertising Week announcements?

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