Marketers today are met with as many ways to measure campaign performance as there are advertising channels. And each is growing in size and complexity.
Recent research showed us how the role of measurement is the foundation for influencing campaign decisions—the definition of success varies based on the measurement tests, metrics and methodologies used. To further explore the topic of measurement, Facebook’s Neha Bhargava and Dan Chapsky partnered with Brett Gordon and Florian Zettelmeyer, professors from Northwestern’s Kellogg School of Management.* Together, the team co-authored a white paper that explores what constitutes good measurement and what success metrics really say about ad performance. Read more
Think about your News Feed. Whether it’s excitement over remakes of childhood classics or a solar eclipse or topics that make you go “huh,” Facebook has become the new watercooler. With over 1.5 billion people across the globe using Facebook every month to connect about topics that matter to them, it is no wonder marketers are interested in the insights that can be gleaned from these online interactions.
Marketers want to reach the right people at the right time, but success will always look different for each campaign. What works for one brand or campaign won’t necessarily work for another.
Measurement is the great equalizer—a tool to help marketers evaluate and improve campaign strategies against their definitions of “success.” Read more
People have a growing appetite for creating, posting and interacting with video online, especially on mobile. Facebook, for instance, averages more than 3 billion video views per day—more than 65% of which happen on mobile. With just the swipe of a thumb, people have not only the power to control what content and advertising they view but also the power to decide how much attention they pay to that content. This environment of on-demand video consumption on mobile is compelling marketers to create impactful videos that deliver value. While the paradigm of content consumption has changed, marketers’ objectives have not.
As a step to better understand if video ads are changing people’s brand perceptions and purchase behaviors, the Facebook Marketing Science team commissioned Nielsen to analyze how Facebook video ads move brand metrics (Ad Recall, Brand Awareness and Purchase Consideration) in its BrandEffect database. What we learned is that every part of a video view—from initial impression to a complete view and everything in between—drives value.