Facebook Inc has declared it’s not at war with TV networks over advertising dollars. People are spending more of their time on mobile apps, and Facebook might be eating into the TV ad pie. But Carolyn Everson, Facebook’s VP of global marketing, simply isn’t telling people to stop buying TV ads.
Run Ads on Both Facebook and TV
Speaking at New York’s largest gathering of ad and media execs, Everson said her own surveys show that campaigns achieve most success when they are run simultaneously on Facebook and TV.
As opposed to choosing one over the other, Everson reckons ads recall value, likability and brand linkage are much higher when campaigns are carried on both platforms. Ads reach more unique consumers by running ads on both Facebook Inc and TV. Also, ads are generally better when viewed on both of these media, Everson said.
“The two work very complementary,” Everson said. “It’s not just about reach. It’s about results.”
Facebook Closing in on Google
Facebook Inc is a behemoth in digital advertising. In the U.S. alone, Facebook is forecast to record $7.7 billion in total online ad revenue in 2015. And at Advertising Week, the social media giant announced it had 2.5 million advertisers.
Ad growth is clearly accelerating. But Facebook isn’t resting as yet. At yesterday’s event, it introduced a couple of new services. And it wants to grab an even bigger portion of the digital marketing dollar.
Facebook Inc unveiled a tool that will allow advertisers to buy ads based on a ratings metric. It will be very similar to the one used for TV commercials. The idea is to make it easier for marketers to compare and buy campaigns across Facebook and TV. The combined performance of ads on both these platforms will be measured by the Nielsen Digital Ad Ratings.
Facebook also introduced a mobile polling toll to allow marketers analyze the impact of their ad campaigns on mobile devices.
Mobile ads accounted for 76 percent of Facebook Inc’s total ad sales during the second quarter. And Everson thinks that as mobile ads become more and more dominant, advertisers will be forced to design and create them keeping the mobile user in mind.
“We live in this amazing age of content,” Everson said. “Consumers have choice all the time. But they want to experience it on their own terms, and increasingly on mobile.”
It would be interesting to find out how many advertisers Google Inc has. Analysts reckon Google has about 4M advertisers. eMarketer projects Google will record $23.3B in 2015 ad revenue. That’s huge compared to what Facebook is thought to do this year.
Facebook Inc has some catching up to do. But the balance is shifting, and mobile is taking the lead.