Facebook recently announced the availability of Carousel Video ad format allowing advertisers to combine video campaigns with direct response ads. Now Facebook will offer TRP based buying to complement the TV advertising. Facebook has announced the new TRP Buying product to help television marketers more easily raise awareness of a campaign through video ads. TRP is a metric used by the TV industry to refer to specific audiences within a larger, impressions-based campaign measurement. TRPs are calculated using the denominator of the total target audience, and the numerator as the total impressions delivered to this audience x 100. (As in 1,000,000 impressions among the target audience / 10,000,000 people in total in the target audience x 100 = 10 TRPs)
Facebook’s new product allows advertisers to use TRPs to plan and buy video ads and integrate the ads with their linear television campaigns.
According to Facebook’s blog post,
Incremental Target Audience Reached: Measured across 42 US campaigns, when TV and Facebook were combined, advertisers saw a 19 percent increase in targeted reach versus TV alone. When Millennials were the target audience, incremental reach increased to 37 percent.
Efficiency: Across the same 42 campaigns, Facebook impressions were two times more likely to hit their target audience than TV impressions. This means advertisers spent less to reach their target audiences.
Effectiveness: A study by Nielsen of seven recent campaigns showed that, compared to people who saw TV alone, people exposed to both TV and Facebook demonstrated a 3.2 percentage point increase in ad memorability, 11.5 percentage point increase in brand linkage and a 22.7 percentage point increase in likeability linkage.
Promoting your brand on Facebook with video posts is likely to boost engagement for your campaign, according to Nanigans, here are the leading trends for Video Advertising.
- Video continues to attract greater portions of Facebook ad spend, with video enabled units accounting for 16 percent of total spend in Q2 2015. This is up from 13 percent in Q1 2015.
- In June, video ads captured their highest share of Facebook ad spend ever observed through Nanigans software, at 22 percent.
- Mobile video has been particularly attractive to advertisers on Facebook, with 21 percent of total global mobile ad spending going toward the format in Q2 2015, compared to 15 percent the previous quarter.
- Mobile video grew by 44 percent in Q2 over Q1 2015 as compared to 23 percent growth for Video ads.
Here is a slide-share for different metrics for Facebook advertising:
The Holiday season advertising on Facebook tends to trend with the highest CPC and CPM coinciding with peak holiday season days,