Facebook adds TRP buying features for brands extending TV ads to mobile
Along with new DMA and day-part targeting, Facebook offers insights on transforming effective TV ads into video ads that will resonate with mobile users.
On Tuesday, Facebook added two new features to TRP (target rating point) buying to help make it easier for advertisers to extend their TV ad buys to Facebook and Instagram. Advertisers can now tap US Nielsen DMA Targeting and Dayparts for video campaign targeting on the social networks.
Advertisers can target the same Nielsen designated market areas in the US that their TV buys are reaching and select dayparts in four-hour blocks for TRP campaigns.
TRP buying on Facebook debuted last September during Advertising Week in New York to enable TV media planners to buy Facebook video ads using the language and metrics they’re accustomed to using in television ad buys.
Along with the new TRP targeting features, Facebook released new data on what makes for an effective video ad in the mobile news feed. Facebook worked with Wieden+Kennedy, BBDO San Francisco and Energy BBDO Chicago to transform ads made for television into ads designed to capture users’ attention quickly in mobile news feeds.
Among the changes the teams made: videos were shortened, aspect ratios were adjusted for mobile screens, text was added to tell the story even when a video plays without sound, and branding visuals were enhanced.
Below is a version of an ad from BBDO San Francisco client Wells Fargo that was edited specifically for Facebook. You can see other before and after examples in the blog post.
Facebook says the edited version of the Wells Fargo ad led to a three-point increase in ad recall, two times more impressions from viewers that reached the Wells Fargo branding section of the ad and an eight-point increase in message association, compared with 5.7 points for the television commercial.