How TV and Facebook Together Boost Ad Impact in South Korea
Learn how TV and Facebook work better together in South Korea to improve reach and precision of cross-platform campaigns.
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CONTENTS
Only a few years ago, people would gather together to watch their favorite Korean drama shows with undivided attention. This concentrated TV viewing meant advertisers knew when, where and how to reach consumers. Today, consumers switch between viewing on their phones, TVs, laptops and tablets, making it increasingly difficult to capture their attention.
In a cross-media study conducted using Nielsen’s Total Advertising Ratings (TAR) applied to 10 cross-platform advertising campaigns, we found that by combining Facebook with TV, marketers can extend reach, improve campaign efficiency and find hard-to-reach audiences. The campaigns ran from February to November 2017 and ranged in size from 62 million to 816 million exposures on TV and 26 million to 221 million impressions on Facebook.
Find hard-to-reach audiences
In South Korea, people spend an average of three hours per day on mobile and two hours watching TV.1 With the proliferation of new devices and platforms, a cross-platform strategy can help maximize ad reach by connecting messages with audiences where they spend their time.
Across the 10 campaigns analyzed in South Korea, the study found that Facebook provided 19% incremental reach of the target audience on average to TV advertising by accessing audiences that are difficult to reach on TV alone. In other words, Facebook helped brands connect with an average of 3 million additional people that TV ads alone couldn’t have done.
Complementing TV campaigns with Facebook shows even more impact if the goal is to reach younger audiences. In this same study, TV reached 58% of people ages 20–29, while Facebook reached 63% of them—and 30% of this was unique reach.
Drive campaign efficiency
Nielsen also compared TV and Facebook impressions effectively delivered to the same intended audience to test how effective each medium was in finding the right audience for each campaign. A global ARF study conducted across 41 countries showed the digital kicker effect of 60% higher ROI when combining TV and digital.2
For these 10 campaigns, the study revealed Facebook’s ability to accurately reach audiences efficiently, with almost twice as many Facebook impressions served reaching the intended audience, compared to TV. In fact, of all the Facebook impressions served, 93% went to the demographic, while TV reached just 51% of them.
Reach people you aren’t reaching on TV
More specifically, the study found 70% of audiences reached on Facebook were light TV viewers, so more difficult to reach on TV than more frequent TV viewers.
For those studied, Facebook was very effective at reaching light TV viewers, with an incremental reach of 25% for cross-platform campaigns.
The study also shows that Facebook has the potential to reach younger audiences (defined as people between the ages of 20–29) more effectively than TV. In the campaigns studied, 30% of the audience were only exposed to the campaigns on Facebook, and not on TV.
What it means for marketers
Embrace a cross-platform strategy that provides incremental reach.
Connect with people where they spend their time. Launching mobile video ads on Facebook and Instagram to both help reinforce your TV messaging and extend your reach.
Drive increased efficiency for your campaigns with your media mix.
Make the most of your ad impressions. Try and test cross-platform targeting among your different audiences to increase the effectiveness of your campaigns.
Leverage Facebook to help you to target hard-to-reach audiences.
The more narrow your audience, the more likely the opportunities to optimize your ad spend when applying Facebook targeting.
Source unless otherwise specified: “Total Ad Ratings (TAR) cross-media study, South Korea” by Nielsen (Facebook-commissioned meta-analysis of 10 cross-platform campaigns running Feb–Nov 2017).
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