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Is Facebook's TRP for video ads a game-changer?

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Facebook unveiled a slate of new advertising tools on Sunday luring more advertisers onto its platform.Leveraging its strengths on mobile, Facebook is encouraging marketers to boost TV campaigns with Facebook video ads via TRP buying which provides a way for advertisers to plan, buy and measure Facebook video ads using TRP as the metric.According to Facebook, marketers can plan a campaign across TV and Facebook with a total TRP target in mind, and buying a share of those TRPs directly with Facebook. Working with Nielsen’s Digital Ad Ratings (DAR) measurement system, DAR can verify Facebook’s in-target TRP delivery while Nielsen’s Total Ad Ratings system can verify the TRP delivery for Facebook and television combined.According to the social media giant, it has seen a 25% growth in the number of active advertisers on Facebook since February. Boasting 2.5 million advertisers actively engaging and utilising on its platform, Facebook’s new ad tools are set to change the way marketers spend their ad dollars, presumably shifting more TV ad dollars onto the social media platform.In a Facebook-commissioned study conducted by Nielsen across 42 US campaigns, advertisers saw a 19% increase in targeted reach when TV and Facebook tools were combined versus TV alone. This incremental reach increased to 37% when millennials were the target audience, Facebook claimed.Making a case for the efficiency of its ad tools, the study said Facebook impressions were twice more likely to hit their target audience than TV impressions, signaling lower ad spend by advertisers to reach their target audiences.These impressive statistics only serve to prove the reality of TV’s declining popularity. Ivan Wong, managing partner, Mindshare Singapore, said the move to “steal” TV ad dollars is not unique in the market: “Google is doing something similar with its YouTube inventory, positioning it as another viable option to traditional TV.”Still there is a strong desire and demand to have a single measurement currency across screens. As such, Facebook’s  reach and frequency (R&F)  capabilities across devices could potentially make the switch from TV to social media easier for advertisers who may be used to TV measurement metrics, Wong explained.“In some ways, this emphasis on traditional R&F and TRP metrics alludes to the still fairly dominant position of TV in the marketplace and recognition by the top tech companies that ‘if you can’t beat them, join them’,” he said.Facebook’s new ad tools will also provide advertisers with an additional avenue to consider aside from Google’s YouTube, Eileen Ooi, general manager, Maxus Malaysia, said. Given that today’s advertising dollars are already shifting from TV to online videos, with YouTube primarily dominating the platform, Ooi said Facebook’s strong base in Malaysia makes it a serious contender for advertisers to begin rolling out campaigns on its platform.“Allowing option for gross rating buying format is definitely a game changer in the industry. As such, broadcasters need to be quick in their reactions and come up with a strategy to generate video content to bring consumers back,” Ooi explained.

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