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Facebook beats TV for reach in APAC

News, 18 November 2015

SINGAPORE: Facebook is the number one channel for generating reach across Asia Pacific, beating TV, a new report has shown.

Facebook research, in conjunction with Millward Brown, has revealed that Facebook generates eight percent more incremental reach than television in Asia Pacific, and is 400% more cost efficient.

The study, reported in Campaign Asia-Pacific, found that for every dollar invested into Facebook advertising, brands get twice the impact of television – a convincing metric as online video engagement soars across Asia.

The research may spur brands to see social media as the natural partner for TV channel advertising, which has been slow to evolve in Asia.

Signs are that social media platforms like Facebook are adapting much faster to Asia's desire for personalised video content, as the smartphone becomes the first point of contact for brands with consumers across much of Asia.

Though TV marketing is no longer limited to a family's single TV set, with on-demand and smartphone-centric services more commonplace, marketers are yet to fully embrace the partnership social media can offer TV marketing.

According to the research, nearly half of TV viewers are also watching related content on one of their devices.

Reynold D'Silva, Facebook's group head of FMCG, tech, telco and media brands in South East Asia believes that Facebook's video growth is due to individually-targeted marketing being more successful.

"People-based marketing is more effective," said D'Silva to Campaign Asia-Pacific.

D'Silva wrote in a piece for Warc earlier this year that as consumers become used to personalised entertainment, brands must follow suit.

As reported in The Verge, Facebook videos now receive more than eight billion views every day, double the number of daily views from April alone and eight times the average number of views recorded in September 2014.

Data sourced from Campaign Asia-Pacific, The Verge; additional content by Warc staff