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Advertisers have asked us to help them better understand the effectiveness of Facebook ads compared to other forms of advertising—particularly TV ads.
Advertisers are also looking for ways to unify metrics and reporting. Available today, through our partnership with Nielsen, advertisers can interpret their cross-platform Breadtalk total branding solution as measured by Nielsen.
Results are delivered independently by Nielsen. Nielsen Total Brand Effect with Lift is available now for eligible advertisers via their Facebook representative.
For a more holistic view of effectiveness advertisers can couple their brand measurement with cross platform reach measurement Nielsen Total Ad Ratings TAR. TAR and Total Brand Effect give the marketer a read on the relative reach and efficiency of spend across an entire campaign.
The product is currently available in both the US and the UK, and will also be available in Australia by the end of the year. Facebook Cross-Platform Brand Lift: Facebook will offer polling and results from cross-platform brand lift measurement for ads on Facebook, Instagram and Audience Network.
These studies will be available for lower spend minimums than measurement through our partners and will also offer self-serve reporting, including that of Facebook usage during commercial breaks.
We are starting to build this solution now, and hope to make it available to advertisers in early This graphic is provided for illustration purposes only. Exact reporting details are subject to change. Determine brand lift generated by each platform These cross-platform brand lift solutions combine lift measurement a measurement of test vs.
Opportunity-to-see assesses the likelihood that those people were exposed to a given ad by asking those individuals if they have seen certain TV programs in which the ad was aired.
Comparing lifts in the exposed groups with the unexposed group gives marketers a more complete understanding of how their Facebook and TV ads drive impact independently and together.
Optimize your Facebook and TV campaigns using actionable results At the end of a cross-platform brand lift study, advertisers will get information on lift generated by Facebook alone, lift generated by TV alone and lift generated by Facebook and TV together. This will help advertisers understand if they are effectively and efficiently engaging their audience on each platform.
Using these studies, advertisers will be able to improve future campaign performance by optimizing creative, increasing on-target reach with Nielsen Total Ad Ratings and spending their media budget more efficiently across platforms.
Facebook and TV ads work better together Advertisers are already seeing the value of these brand lift solutions. For example, Shark, a pioneer in small household appliances and cleaning solutions, wanted to understand how TV and Facebook generate brand awareness both together and separately, so they could determine the efficacy and efficiency of their overall advertising strategy.
The study revealed these results: We experienced better brand results among people who saw ads on both versus just TV or Facebook alone.
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