GLOBAL: Facebook is rolling out four new upgrades to improve the buying, planning and measurement capabilities of its advertising suite, particularly for TV advertisers.
Announced to coincide with the Advertising Week event in New York, the social media giant said in a blog post that it is introducing target rating points (TRP) buying as a metric for advertisers to plan, buy and measure video ads on Facebook.
"Marketers can plan a campaign across TV and Facebook with a total TRP target in mind, and they can buy a share of those TRPs directly with Facebook," the company said.
"Then, Nielsen's Digital Ad Ratings measurement system can verify Facebook's in-target TRP delivery, and Nielsen's Total Ad Ratings system can verify the TRP delivery for Facebook and television combined."
Facebook said research firm Nielsen had studied 42 US campaigns and found a 19% increase in targeted reach when TV and Facebook ads were combined versus TV alone. This rose to 37% among millennials, the company stated.
While the new TRP Buying tool was the main focus of its announcement, Facebook also wanted advertisers to be aware of three other developments.
A new brand optimisation tool is being made available to help advertisers find the audiences most likely to recall their ads.
Facebook is also teaming up with Millward Brown Digital to enable advertisers to conduct mobile polling in campaigns that use Facebook and Instagram.
Finally, video will now be available in Facebook's carousel ad format for the first time and the company believes that will give advertisers more options for compelling storytelling within a user's news feed.
In a statement to Adweek, Graham Mudd, Facebook's ad product marketing director, said: "TV ad campaigns supplemented by Facebook advertising provide an ideal combination for marketers to both reach large audiences and build their brands.
"Now we're making it even easier to extend and augment TV campaigns through the introduction of TRP Buying, so advertisers can plan, buy and measure Facebook ads using the same guarantees and Nielsen verification they're used to with TV."
Data sourced from Facebook, Adweek; additional content by Warc staff