Measurement series: Reaching a wide audience with important information

Welcome to our latest campaign measurement blog series. In the final blog of this three-part series, we will look at the impact of using the reach objective to share important messages with a wide audience.

Summary of key takeaways: ​​

• ​​Align objectives to desired campaign results.
• Consider the reach objective to help maximize the number of people reached by your campaign.
• Alternatively, consider post engagement and link clicks to gauge success.

Governments and health NGOs worldwide adapted quickly to the coronavirus (COVID-19) pandemic, leveraging digital communications to help keep people safe and informed. Based on over 400 brand lift studies run globally between December 2020 and December 2021, we’ve developed a statistical and qualitative meta-analysis which identifies and reflects on best practices that have been used to communicate with audiences about COVID-19.

Our analysis showed that reach was most associated with cost effective ad campaigns and was marginally more associated with campaigns that were likely to influence audience perceptions.

For organizations that have had success with post engagement or link clicks due to their media strategy, the analysis suggests these were also effective at influencing perceptions.

For more insights from this research, please download the full report here.

Source: "COVID-19 ad campaign learnings" by Meta, May 2022