People-First Media Planning: Advancing Incremental Reach

Reaching your audience where they are and where they are going means placing people—not devices—at the center of your cross-channel strategy. So is planning against media siloes a thing of the past? Facebook researchers Georges Augue, Richard Bussy and Stefano Cirillo discuss the importance of moving beyond device-led strategies.  Check out excerpts of our conversations with each about learnings from recent country studies:

In studies conducted with Nielsen Total Ad Ratings across 32 campaigns representing Italy, France and the UK we found that marketers who use Facebook to complement TV can boost audience reach and enhance the efficiency of their campaigns, particularly among younger audiences and light TV viewers.


“We have seen that with a combined Facebook and TV campaign, advertisers saw an 11.7 percent increase in targeted reach versus TV alone and by 27 percent for those aged 18–24 in Italy.” — Stefano Cirillo, Measurement Lead Italy, Facebook Marketing Science


Learn more about studies in Italy and the UK on Facebook Business:

United Kingdom: People-First Media Planning: How Thinking About People, Not Devices, Allows For Greater Reach

Italy: Facebook e TV: un’integrazione irrinunciabile per raggiungere le persone con maggior propensione all’acquisto