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Planning Effective Video Campaigns Across Screens
Understand how television and mobile advertising is evolving — and how planning TV and Facebook campaigns together can produce higher impact.
Video advertising was once easily defined as a 15-second, 30-second or 60-second TV spot. Today, people’s changing viewing behaviors across devices can make the definition of video advertising unclear, and the number of formats that advertisers need to create for has expanded. Where do 6-second TV ads, digital gifs and cinemagraphs fall in the spectrum of advertising across people’s screens? And what does that mean for marketers today who are trying to plan video campaigns that cut across platforms?
The complexity of the how and where people engage with content today means that we need to understand both their consumption behaviors across media channels, and Facebook’s role within that broader landscape.
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As an industry, we need to build consistent measures across TV and digital to measure business outcomes. Until we do, it’s difficult for us to make sensible comparisons to other video formats.
— Brad Smallwood, Vice President of Marketing Science at Facebook
We recognize that there are hard questions being asked of the advertising industry when it comes to cross-platform planning and measurement; after all, consumers don't make purchases in a vacuum. To begin to address some of these, we have synthesized two years of research to examine how Facebook works in a cross-channel world and in combination with TV. The research methodologies we used include eye-tracking, surveys, meta-analyses of brand lift studies, custom cross-platform brand lift studies, multi-touch attribution, in-lab observation, analysis and modeling on set-top box data, and in-lab observation.
Combining TV and digital to achieve additional reach or additional frequency isn't new, but the tools that we are building to execute these plans and measure their effectiveness are. Having a person-level understanding of TV consumption allows advertisers to use digital platforms to supplement TV plans, making video plans of today as effective as TV plans of the past — and in some cases even more efficient.
