Please fill in your details below to access this file

The facts on the effectiveness of Facebook video advertising

By Kim Portrate, ThinkTV
Published adnews.com.au

While the debate rages on about Facebook’s My Screen report, ThinkTV’s Kim Portrate says the errors and withdrawal of the report aren’t the real issue. The issue is the facts.

This is not a debate about the PWC report. This is a debate about how effective Facebook video advertising is as a platform for marketers.

ThinkTV is a strong advocate of industry debate – debate is healthy and constructive, and all sides need to be heard. But to be heard you need to be armed with the facts. So, let’s take a few minutes and do just that.

Fact. TV reaches more people than Facebook
As already established this week, data shows Facebook’s desktop video has an audience of 4.547 million. There may be upwards of 17 million reading text content on the platform but there is a considerably smaller percentage of people watching video.

According to OzTAM Data, TV reaches more people in a single day than Facebook desktop video does in a month. (Source: OzTAM Metro 5 Cap, Feb ‘19, 0200-2559, Total People, Total TV); RegTAM Regional, Combined Agg Markets, Feb ‘19, 0200-2559, Total People, Total TV).

Fact. Advertising is better if you can see it
Advertising on TV and BVOD is 100% viewable.

Less than 1% of Facebook video advertising is watched in full when TV’s 100% pixels and 30 second norms are applied.

TV advertising plays full screen with the sound on. Basic stuff. It doesn’t struggle with competing on-screen editorial and there won’t be a problem with the consumer scrolling past your ad in their newsfeed.

Fact. Reaching light TV viewers is important
When you advertise on TV, you can reach 100% of light TV viewers. Period.

Fact. Advertising needs to be remembered
Advertising on TV and BVOD is remembered for longer than Facebook, almost 100 days longer. Consumers forget Facebook video advertising in six days. If they see your video ad on any given Monday, it’s forgotten before the week is through.

Fact. Advertising needs to deliver sales
TV on a TV delivers twice the sales impact of Facebook on mobile, the social network’s device of choice. And TV experienced on mobile delivers three times the impact of Facebook on mobile devices.

***

There is no question that every medium and platform has a role to play in the media mix, but it’s time to start talking about the facts that drive effective business outcomes.

To dig deeper into the detail and understand more about the relative effectiveness of TV advertising and Facebook video advertising, visit thinkt.com.au

Share this article

More like this

VOZ super users: Delivering deeper campaign insights & reach beyond broadcast

News / Articles of Interest / 7th Apr 2022

VOZ super users: Delivering deeper campaign insights & reach beyond broadcast

Published mediaweek.com.au Virtual Australia, or ‘VOZ’, brings together broadcast viewing on TV sets and connected devices to provide all-screen, cross-platform planning and reporting for the television industry. “VOZ has proven […]

Mi3 podcast: Lucrative ‘light viewers’ shifting to TV streaming

News / Articles of Interest / 28th Feb 2022

Mi3 podcast: Lucrative ‘light viewers’ shifting to TV streaming

Hosted by Paul McIntyre Published mi-3.com.au In the six months since VOZ launched, giving a look at unduplicated viewers on linear TV, online streaming and catch-up services, dozens of agencies […]

Why travel brands should continue to advertise through Omicron

News / Articles of Interest / 24th Jan 2022

Why travel brands should continue to advertise through Omicron

Published mumbrella.com.au The travel industry’s long-awaited bounce back is at the pandemic’s mercy, but that doesn’t mean now is the time to stop advertising; quite the opposite, argues former travel […]

ThinkTV’s Kim Portrate takes aim at ‘rubbery’ figures and Meta (Facebook)

News / Articles of Interest / 8th Dec 2021

ThinkTV’s Kim Portrate takes aim at ‘rubbery’ figures and Meta (Facebook)

By Kim Portrate, CEO ThinkTV Published adnews.com.au Facebook and ThinkTV agree on one thing: reach will always be a key success metric for advertisers. If you want to make your brand […]

OzTAM CEO on VOZ market reception and what’s next

News / Articles of Interest / 18th Oct 2021

OzTAM CEO on VOZ market reception and what’s next

By James Manning Published mediaweek.com.au OzTAM chief executive Doug Peiffer spoke to Mediaweek’s James Manning on the market reception to VOZ and what’s next. Mr Peiffer said, “So far we […]

New OzTAM data reveals how people at home split their video viewing

News / Articles of Interest / 20th Sep 2021

New OzTAM data reveals how people at home split their video viewing

By James Manning Published mediaweek.com.au For the first time, advertisers have been able to get a snapshot of total video consumption – just what sort of video people are watching […]

When is an audience not an audience? What marketers need to know when allocating video ad dollars

News / Articles of Interest / 6th Sep 2021

When is an audience not an audience? What marketers need to know when allocating video ad dollars

By Kim Portrate, CEO ThinkTV Published mi-3.com.au There’s only one word to describe today’s video universe and that is vast. There’s 10 Play to 9Now, 7plus, Kayo, Foxtel Go, Foxtel […]

VOZ data reveals Total TV audience of 20m weekly

News / Articles of Interest / 1st Sep 2021

VOZ data reveals Total TV audience of 20m weekly

By James Manning Published mediaweek.com.au As part of the wider media industry marketing body Premium Content Alliance, ThinkTV has welcomed the release of the first VOZ data. VOZ broadcast viewing […]

WFH Diaries: Kim Portrate

News / Articles of Interest / 10th Aug 2021

WFH Diaries: Kim Portrate

By Chris Pash Published adnews.com.au Last year, AdNews launched the WFH Diaries during the depths of the fallout from the pandemic as a way of sharing how people managed their […]

Media spend research reveals the difference between efficient and effective ROI

News / Articles of Interest / 19th Jul 2021

Media spend research reveals the difference between efficient and effective ROI

By James Manning Published mediaweek.com.au Edition Five of The Payback Series from ThinkTV aims to show how to maximise return on investment by choosing channels with the ability to deliver […]