Jason LeBar y Nichole Henderson, de Facebook y Nielsen
In the last 50 years, TV has been the leader in reaching mass audiences. More recently, digital media has joined the arena, so Facebook commissioned Nielsen to explore how digital campaigns can complement TV campaigns. The study looked at 15 TV, film and console gaming campaigns that ran in the US across TV and Facebook, showing that both can indeed extend audience reach, improve efficiency and target key audiences, such as younger people. When talking about segmentation, cross-platform strategies can be successful in increasing the reach efficiency of the campaigns. Facebook was able to accurately target audiences and manage frequency, resulting in an average 10 times higher efficiency in building unique reach when compared to TV. Facebook helped reach an average of 10 million incremental people, who would not have been reached if only TV campaigns were used alone according to Jason LeBar, Head of Entertainment Measurement for the Facebook Marketing Science team. Nichole Henderson, Media Analytics director at Nielsen, asserted that Facebook is particularly attractive among young audiences. Facebook delivered an average of 13.4% in Facebook-only reach for target audiences ages 1824. The data also showed that 35.9% of those reached on Facebook were light TV viewers (who make up the bottom third of TV viewers based on total viewing time).
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