Facebook takes on TV with new video ad buying tools

Nielsen’s Digital Ad Ratings system will provide the third-party verification of delivery and also will measure that the total TRP was provided across Facebook and TV. It hopes to eventually upgrade them to its new-school techniques, like an autopilot option it’s adding for brand awareness campaigns. “The question is how do you best get there”.

This means that marketers can plan a campaign across TV and Facebook with a total TRP target in mind and buy a share of those TRPs directly with Facebook using industry standard Nielsen measurement tools, according to the social network.

On tv, advertisers should buy advertisements based mostly on how many individuals they’ll attain, an strategy Facebook has adopted to ease the transition between tv spending and digital spending.

In order to help advertisers to capitalize on mobile and give people a better Ad experience, Facebook announced four major updates on its website.

“It’s very much in many ways how TV is bought today where the advertiser or the agency can submit their budget and their reach goals and how many [gross rating points] they’re looking to achieve, and we will be able to satisfy that request”, Ms. Everson said.

Facebook Inc (NASDAQ:FB) has been trying to lure big brands to focus on the social media platform while planning television-based ad campaigns.

Advertisers that conduct campaigns synchronised across TV and Facebook see 19 per cent increase in targeted reach versus TV alone – this increase to 37 per cent with “millennial audiences – according to the study”. The TRIP buying system bends on the social media firm’s alliance with Nielsen’s Digital Ad Rating division.

Target rating point buying will be available in the same the markets that Nielsen’s digital ad ratings are available: the U.S., Canada, U.K., France, Italy, Germany, Australia and Brazil. Aside from that, it can build their brands. These include TRP buying, brand awareness optimisation, mobile polling and video in carousel format.

The new services, available over Facebook and the Facebook-owned Instagram, are intended to play to the mobile device driven strengths of the social media networks, and is expected to add to the close to $8 billion annual ad revenue it already receives from mobile advertising by appealing specifically to advertisers that use video content.

The same blog post reads: “Brand awareness optimisation is designed to help advertisers find the audiences most likely to recall their ads”.

Facebook will be promoting the new tools at a host of sessions during Ad Week New York this week. After the campaign has run, brands will be able to view reports detailing how much time people spent with an ad.