The facts on the effectiveness of Facebook video advertising
Posted on 30th July 2019 in Articles of Interest
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
More like this
News / Articles of Interest / 16th Mar 2020
ThinkTV launches interview series with Sky News
Published mumbrella.com.au Think TV has partnered with Sky News on an interview series which will showcase Australian CMOs and CFOs. Click here for more
News / Articles of Interest / 27th Feb 2020
How the complexity and duration of an advertising campaign influences effectiveness
Advertising campaigns are more effective when they target a broad audience and run for some time, according to a study of the winners of the Australian Effie Awards run by the Communciations […]
News / Articles of Interest / 24th Feb 2020
Australia’s media owners in an alliance to show advertisers that premium content works
By Chris Pash Published adnews.com.au Australia’s biggest commercial media companies across television, radio, print and digital, have banded together to convince advertisers that premium content is the superior way to reach customers. […]
News / Articles of Interest / 29th Nov 2019
How to avoid getting lost in a sea of mediocrity
By Jamie Connolly, Wavemaker group business director Published adnews.com.au We all know that grabbing, let alone keeping people’s attention is getting harder and harder. We’ve also seen the studies and […]
News / Articles of Interest / 28th Oct 2019
Only the unreasonably ambitious will drive growth
By Kim Portrate, ThinkTV Published mi-3.com.au How can brands with shrinking budgets and increasing pressure to deliver dividends to shareholders be exceptional? The best way is to think about your […]
News / Articles of Interest / 22nd Oct 2019
Stop paying for ineffective reach – not all connection is created equal
Published marketingmag.com.au What’s the point of reaching millions if your message remains unseen, unremembered and the audience is left feeling less than compelled? ThinkTV’s Rowena Newman explains how to ensure […]
News / Articles of Interest / 9th Aug 2019
Australia’s hipages moves to The Block for branding push
Published WARC Australian online home improvement marketplace hipages is making a big bet on TV – signing on as a major sponsor of season 15 of The Block, which will […]
News / Articles of Interest / 5th Aug 2019
‘Get off the paid search drug to build brand’: Hipages chief customer officer Stuart Tucker
Published Mi3 Former KFC, Optus and Commbank marketer Stuart Tucker has done the unthinkable for a digital pureplay targeting the $70bn market for tradies – he’s cut back paid search […]
News / Articles of Interest / 24th Jul 2019
Warning: Numberwanging may cause blindness
By Steve Weaver, ThinkTV Published AdNews There’s nothing like a robust, independent, factual research report to get the blood pumping on the first day of the work week and Monday’s […]
News / Articles of Interest / 17th Jul 2019
Why sports advertising is a grand slam for brands
By Steve Weaver, ThinkTV Published Mumbrella Sport has a unique ability to create an emotional connection between brands and viewers, says ThinkTV’s Steve Weaver. And research shows advertising that stirs […]