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.”
We wanted to understand the role measurement plays in influencing campaign decisions. Because Facebook is not only a media platform but also an advertiser, we analyzed our own brands, Facebook and Internet.org, in our study on campaign measurement.
Read below for topline findings and click here for an expanded discussion of our tests and what it all means for marketers.
Plan. Test. Analyze.
Using Internet.org and Facebook marketing campaigns, the Facebook Marketing Science team and The Factory, the brand marketing team at Facebook, collaborated on studies that ran against campaigns in Canada, Australia and the UK from February through April 2015.
We aligned our marketing and measurement goals for the Facebook campaigns just as any advertiser would on our platform. We focused the tests on 3 areas: 1) optimal frequency, 2) reach vs frequency tradeoffs and 3) creative formats.
We observed that the optimal frequency of a campaign varied depending on the specific objective of the campaign, though low and medium frequency (as compared to high) were optimal. Within this study, low frequency allowed higher reach and was a more efficient use of dollars—especially with respect to ad recall. And a higher proportion of video impressions (50% and 75% of impressions as video) led to higher lifts in favorability.
Our analysis helped us establish benchmarks for our own brand campaigns. The Factory can now incorporate these measurement results to direct near-term marketing decisions, which could help them optimize existing campaigns or inform long-term strategic planning.
What it means for marketers
Measurement results are going to be unique to each advertiser. But we believe that the lessons we learned can help all marketers design a measurement strategy that optimizes campaigns and media plans to reach people more effectively.
Measure for success: Test for yourself. Identify the most important business objectives for your brand and prioritize the right research questions to evaluate your campaign’s effectiveness.
Think holistically: Assess your campaign plan from brief to execution. Examine which platforms are most effective for your brands. To develop an effective campaign strategy, evaluate how each platform works, both independently and together, to deliver against your business objectives. Test your display and video ads to determine the right combinations that lead to effective outcomes for your brand.
Learn from all results: Measurement provides marketers with results to iterate and evaluate business decisions. By continuing to learn from measurement results, you can more effectively inform your campaign strategies, whether those strategies are more tactically driven or strategic to the brand.
To learn more about our analysis, download the white paper “Measuring for Success” here.