September 30, 2015
On the first day of Advertising Week in Manhattan, Facebook and Google both introduced new tools that will allow advertisers to plan and buy ad campaigns on their digital platforms. Facebook unveiled its offering that gives advertisers a more familiar method of buying ads, with metrics and other tools to understand their purchases. Both digital behemoths are aiming to offer advertisers an easier and more powerful path to their platforms, while they benefit by capturing more digital advertising dollars.
According to The New York Times, Nielsen Digital Ad Ratings will measure the combined performance of TV and Facebook ads. Adweek notes that the new product, dubbed TRP Buying, references the metric called target-rating points, “a key metric for TV ad measurement since the 1950s.”
“It’s essentially giving marketers the ability to buy Facebook in the same way they bought TV,” says Facebook executive Carolyn Everson. “We believe Facebook and TV can be very complementary.”
Adweek reports that Facebook and Nielsen studied 42 U.S. campaigns, finding “a 19 percent increase in targeted reach when Facebook and TV ads were combined versus television alone.”
Nielsen also reports that 88 percent of tablet owners and 86 percent of smartphone owners use devices while watching TV. Facebook also unveiled mobile polling, a tool created with Millard Brown Digital that allows advertisers to “assess the effectiveness of their campaigns on mobile devices.”
Google also introduced Customer Match, which allows marketers to target ad campaigns to consumers via email addresses gathered from its loyalty membership program. “The idea is that you combine the pinpoint intent of something like search with information that you have about your customers,” says Google executive Sridhar Ramaswamy.
Research firm eMarketer reports that U.S. digital ad revenues for Facebook will be $7.7 billion in 2015, and, for Google, $23.3 billion.