The facts on the effectiveness of Facebook video advertising
Posted on 30th July 2019 in Articles of Interest
By Kim Portrate, ThinkTV
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
News / Articles of Interest / 23rd Nov 2020
By Kim Portrate, CEO ThinkTV Published adnews.com.au If you think TV was popular during the pandemic, wait until you see what’s yet to come says ThinkTV’s Kim Portrate. Australians have […]
News / Articles of Interest / 29th Sep 2020
By Daniel Agostinelli, CEO Accent Group Published insideretail.com.au According to Accent Group CEO Daniel Agostinelli, the footwear business is on track to emerge from the pandemic stronger than ever. Agostinelli […]
News / Articles of Interest / 8th Sep 2020
By Kim Portrate, CEO ThinkTV Published adnews.com.au In a year defined by uncertainty, one thing you can count on is the enduring power of TV. Kim Portrate explains. If there […]
News / Articles of Interest / 18th Aug 2020
By Kim Portrate, CEO ThinkTV Published mumbrella.com.au If attention is a currency, some advertisers are paying for nothing, especially if people can’t see their ads, as Kim Portrate explains. It’s […]
News / Articles of Interest / 21st Jul 2020
By Brittney Rigby Published mumbrella.com.au The Media Federation of Australia (MFA) has launched a new, 10-week course to address the “rapidly changing nature of TV advertising” and “upcoming changes in […]
News / Articles of Interest / 16th Jun 2020
Published mi3.com.au The audiences of Australian TV, news media and premium digital platforms have never been stronger with viewership and subscriptions up and a new baseline of engagement established off […]
News / Articles of Interest / 1st Jun 2020
Published adnews.com.au With their usual choices unavailable during the pandemic, consumers turned to new brands disrupting long-held loyalties. So how can brands be included in this consideration set or stay […]
News / Articles of Interest / 27th May 2020
Published mediaweek.com.au ThinkTV’s Kim Portrate tells Mediaweek that Australia’s TV broadcasters are just getting started with hundreds of hours of content yet to come in 2020 Click here for more
News / Marketing during a crisis / 18th May 2020
Published mi3.com.au By Orlando Wood There has been no reduction in advertising’s ability to connect with people despite research showing the general deterioration of mood across the globe. Click here […]
News / Marketing during a crisis / 18th May 2020
By simply staying on air during the pandemic, Inspiration Paint’s retail sales are up 65% compared to the same period last year. By Mark Ritson Published theaustralian.com.au