Facebook to roll out new offerings for advertisers

Following this, Nielsen’s Digital Ad Ratings measurement system will verify in-target TRP delivery, as well as, Total Ad Rating system of Nielsen. The TRIP buying system bends on the social media firm’s alliance with Nielsen’s Digital Ad Rating division.

“We want to be the single-most important platform for all businesses”, said Carolyn Everson, Facebook vice president for global marketing solutions. The company has already reached a new milestone of attracting 2.5 million active advertisers, up from 2 million in February.

Facebook will be promoting the new tools at a host of sessions during Ad Week New York this week.

Part of the push towards video advertisers involves the slowly shifting viewer numbers; the shopping public are looking at phones or tablets more regularly, and television less so, particularly millennials. eMarketer expects spending on digital video advertising to increase by 13 percent, making it a $15 billion industry by 2019.

Facebook is gearing up to release four updates designed to give brands better tools and create what it hopes will be a great ad experience for viewers.

“These announcements show that Facebook is listening and responding to the ad community, which wants even better tools for measuring the results from advertising on Facebook”, Williamson said in an email.

The new services, available over Facebook and the Facebook-owned Instagram, are meant 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. Another new feature allows advertisers to launch mobile polls on Facebook and Instagram.

To support the launch, Facebook has published research indicating that boosting TV campaigns with Facebook video ads drives incremental reach, increases efficiency and improves effectiveness.

It’s this thinking where TRP Buying is supposed to come in: Marketers will plan their entire commercial strategy with a total TRP target and will be able to buy a portion of that amount right from Facebook. Aside from that, it can build their brands.

Brands can use the brand awareness optimization option to tell Facebook to aim their campaigns at the largest amount of people who will likely pay the most attention to their ads.

“It takes two primary factors into account: attention and reach”. The company is introducing video to its slideshow-like carousel format, which lets brands include several ads within one gallery that people can swipe through to see each ad in sequence.