How TV and Facebook Work Better Together to Drive Business Results [VIDEO]
Watch marketing leaders from Facebook Marketing Science and IPG Mediabrands Canada discuss the value of planning TV and Facebook campaigns together.
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A 2017 study revealed that 94% of participants keep a smartphone on hand while watching TV, making mobile nearly as common a TV companion as a remote control. This fragmentation of attention means it’s imperative for marketers to plan and measure ad campaigns across multiple platforms.
Whether your strategy is to use Facebook to drive additional reach or frequency to your TV campaigns, measuring the relative value of the two platforms is difficult with currently available measurement tools. In this video, Dan Chapsky, Facebook Marketing Science ads researcher, and Leith Higdon, IPG Mediabrands Canada's Director of Analytics and Insights, explore both the value of planning campaigns across platforms and some of the challenges of measuring results in a fragmented media landscape.
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From a media efficiency standpoint, we’ve seen that for clients with smaller budgets there’s room for Facebook to add significant reach to a TV campaign. And we’re able to get additional reach of anywhere from 5% to 10% for clients with larger budgets. We often find that there’s an overspend on TV at a weekly level, and there’s room to sort of pull that back a little bit — still being at a point of optimal spend in terms of reach but allowing for additional spend on Facebook, which just lends to that surround-sound media campaign that really impacts consumers.
— Leith Higdon
Director of Analytics and Insights, IPG Mediabrands Canada
Watch excerpts of interviews with Dan and Leith as they discuss planning and measuring video ad campaigns across platforms to help drive business success. Then explore how combining TV and Facebook advertising can yield higher results and more accurate targeting.
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