Facebook Wants to Steal TV Dollars with TRP Buying
October 3, 2015 § Leave a comment
The space between television and online videos is narrowing. Facebook confirmed last week it is launching a new product to let advertisers buy Facebook ads based on Target Rating Points in hopes of getting a larger share of media dollars currently spent on TV.
The product named TRP buying is a nod to the time honored way of purchasing media, with target rating points in mind. Facebook has a partnership with Nielsen’s Digital Ad Ratings division to verify video ad performance in conjunction with TV spots.
The idea is that media planners can build a campaign across TV and Facebook with a TRP target in mind, based on Nielsen verification. The tool will allow TV campaigns to be extended and augmented through Facebook video ads.
And the results should be interesting. The Facebook blog post says that Facebook and Nielsen studied 42 U.S. campaigns and found a 19% increase in targeted reach when Facebook and TV ads were combined versus television along. When they looked just at Millennial consumers, the reach was 37% better.
Facebook also says that Facebook video impressions were two times more likely to hit their target audience than TV impressions. Of course, most of us know that Facebook has quickly become pay-to-play. Not surprisingly, since February, Facebook has seen a 25% growth in ad buyers.
Of course, the majority of consumers being targeted in Facebook are women. This year’s Pew study found online women are more likely than online men to use Facebook and Instagram. Some 77% of online women are Facebook users, compared with two-thirds of online men.