Facebook Wants To Help, Not Hurt, TV: Facebook Research

Facebook Wants To Help, Not Hurt, TV: Facebook Research
SHARE
THIS



A Facebook-commissioned Nielsen research claims that TV networks shouldn’t be afraid of the social networking company- instead they should be thankful that Facebook helps TV ads reach an additional 5 per cent of the population ignored by the average campaign.

The U.S. research analysed the reach of 25 campaigns on Facebook and TV across 2014 and 2015, and found that one in six people were seeing campaigns on Facebook only. The findings are more pronounced amongst millennials, where Facebook reaches an additional 22.6 per cent of 18-24 year olds and 14 per cent of 25-34 year olds.

“Based on this insight, we at Facebook believe a marketer should be planning video via an integrated media plan that brings together TV, VOD and digital video into a single coherent whole,” the report argued.

The report uses sport energy drink company Lucozade as an example of the combination power of television and Facebook. The study claims: “Had Lucozade not used Facebook in its 2015 Rugby World Cup sponsorship strategy then it would have missed a fifth (21.2 per cent) of the 7.2 million 13 to 34-year-old men they reached on the social network and on TV. This was done at a CPM 14X lower than TV, and drove ‘significant’ uplifts in cut-through and association between Lucozade and the key message.

“Rugby’s showpiece presented a prime opportunity to highlight our long-standing involvement in Rugby Union, and Facebook provided the most effective way to reach our target audience,” said Nathan Quaye, social media manager at Lucozade Sport.

“Facebook’s impact was clear: we were able to effectively reach our target audience with increased efficiency whilst also delivering significant uplifts across a number of key brand metrics.”

This research comes after the battle between Facebook and Television has reached boiling point- especially after Facebook admitted miscalculating pretty much all of its analytics: organic reach, video, Instant Articles, referrals and the average duration of video metric and Likes, Reactions and Shares.

During ReThinkTV Marketing Forum, TV’s biggest bosses in Australia- Paul Anderson (Ten), Hugh Marks (Nine), Peter Tonagh (Foxtel), and Tim Worner (Seven), Marks had his turn at attacking Facebook saying:  “If you are an advertiser you want transparency and accurate transparency. Our measurement is laser like… it’s not a moment in time, it’s averages; all marketers should demand that level of scrutiny from all providers.”

Please login with linkedin to comment

Online ads

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine