Facebook Launches New Bid to Steal TV Advertising Dollars

Courtesy of Facebook

Social giant's video-ad views to be incorporated into Nielsen's total rating point (TRP) metrics spanning TV and Facebook

Facebook has a new tool to help Madison Avenue divert money away from TV, and spend it instead on the world’s biggest social service connecting more than 1 billion people on Earth.

The company announced an expanded partnership with Nielsen, under which Facebook video ads will be rolled up into the research firm’s total rating point (TRP) metric. That’s supposed to let ad buyers plan a campaign that spans both TV and Facebook, “and they can buy a share of those TRPs directly with Facebook,” the company explained in a blog posting Sunday evening.

Then, Nielsen’s Digital Ad Ratings measurement system can verify Facebook’s in-target TRP delivery, while Nielsen’s Total Ad Ratings system can verify the TRP delivery for Facebook and television combined.

Expect Sheryl Sandberg, Facebook’s chief operating officer, to focus her talking points on how the company is “complementing” TV at a scheduled Advertising Week session in New York Tuesday morning.

At least publicly, Facebook is positioning the move as a way to amplify — not replace — TV advertising spend. According to a study by Nielsen (commissioned by Facebook) that measured 42 U.S. campaigns, when TV and Facebook were combined, advertisers saw a 19% lift in targeted reach versus TV alone. And when millennials were the target audience, incremental reach increased to 37%, per the Facebook-sponsored research.

However, with Facebook explicitly targeting TV budgets, any increased spending on social as part of a television campaign would likely lead marketers to allocate less overall to TV.

Other bullet points to listen for this week from Facebook execs tubthumping their advertising capabilities:

  • Scale: The company claims that it now has 2.5 million advertisers using the platform, up 25% since February.
  • Video in ‘Carousel’ Ad Format: Facebook now has the ability to play back video ads in a “carousel” ad, which scrolls through multiple horizontal tiles. “Pairing video with the carousel format gives marketers more options for compelling storytelling in News Feed,” Facebook says.
  • Brand-Awareness Optimization Bidding: The company in October plans a limited launch of a new way to buy inventory in Facebook’s auction based on attention (time spent with an ad) and reach.
  • Mobile Polling: Facebook has teamed with Millward Brown Digital to analyze brand lift for Facebook and Instagram for mobile devices, in addition to the mobile partnership with Nielsen it announced earlier this year.

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  1. Barbara Snow says:

    Commercial Bullying
    By Barbara Snow. 11/10/15
    Share if you Care

    The TV audience can’t poop
    Their bones hurt when they stoop
    Their cholesterol is high
    Reaching up to the sky
    Bring it down they all say
    Or we’ll have to pay
    Mesothelioma we question
    Our couches we must freshen
    So bored with white-suited ubiquitous Flo
    Peddling Insurance, I wish she would go
    Yesterday I hydroplaned into a tree
    This morning a truck t-boned into me
    We’ll forgive it all, we’re willing to pay
    You’ll have to pay higher – that they don’t say
    Terry Bradshaw is knocking on all of our doors
    Not to talk football or bring us the scores
    The horrors of shingles rash itch and burn
    No TV dinner when your stomach will turn
    I reach for the remote but I’m not so fast
    With the next channel I’m hit with another blast
    On the process of urination
    It’s not a celebration
    We dribble when we get up at night to go
    Overactive bladders – who needs to know
    Nutri System says I’m fat while they peddle their grub
    You don’t need Viagra/Cialis – get in the same tub!
    He can’t get an erection
    She’s got a yeast infection
    As long as I wear your pads I can go very far
    Climb the highest mountain or sing in my car
    How did I get the best job at GE
    When I’m surrounded by total stupidity
    Some of the ads come with a song
    But they’re repetitive and boring and last way too long
    Drink a few beers and ‘anything goes’
    Felonies accidents and a broken nose
    A heavy bombardment of ads is chronic among us
    And now we are hit with ‘yuk’ – A toenail fungus
    Call your doctor before sex, to care for your heart
    Otherwise it’s probable til death do we part
    Drug and insurance companies are truly the worst
    We suffer abuse from their ads while their profits come first
    Prescription drug side effects are a litany of fear
    They cover themselves by what we don’t want to hear
    Which side effect will kill us -check with your physician
    Death not an option – better the condition
    It’s time we tell them ‘we don’t want what you sell’
    As long as you make our TV a nightmare of Hell
    In all of the horror I found two ads to be true
    Clydesdale horses and buddies from Subaru
    They show the bond between man and dog (and car) lasts many a year
    The horses honor 911 victims and not just their beer
    Whats in my wallet you ask day and night
    Not what you sell- interest rates out of sight
    Let’s tell them what we think and turn up the heat
    With emails and phone calls Facebook and Tweet
    There are two other ways we can make it better
    And a bit old fashioned to write them a letter
    Give us ads smart – not stupid, make them true warm and funny Otherwise the last word comes from us, you won’t get our money. Barbara Snow 11/8/15
    Bronson FL 32621
    Today at 3:30am

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