Facebook to roll out new offerings for advertisers

In order to help advertisers to capitalize on mobile and give people a better Ad experience, Facebook announced four major updates on its website. These include TRP buying, brand awareness optimisation, mobile polling and video in carousel format.

“With 2.5 million advertisers now using the platform, people and businesses continue to connect more and more through Facebook”, it said.

Also, as these connections are increasingly taking place on mobile devices, Facebook is working not only to build tools needed by advertisers to reach people on mobile, but also effectively measure the impact of their mobile campaigns.

TRP Buying

Facebook is introducing a way for advertisers to plan, buy and measure Facebook video ads using total rating point (TRP) as the metric. With a total TRP target in mind, advertisers can plan a campaign across TV and Facebook and can buy a share of those TRPs directly with Facebook. Then, Nielsen’s Digital Ad Ratings measurement system can verify Facebook’s in-target TRP delivery, and Nielsen’s Total Ad Ratings system can verify the TRP delivery for Facebook and television combined.

Brand Awareness Optimization

It is designed to help advertisers find the audiences are able to remember their ads. By analyzing several brand campaigns, the social media giant found that the longer someone spends with an ad, the more likely they are to recall what they’ve seen.

“Brand awareness optimization will be available when buying in the Ads auction through our reach and frequency tool in Power Editor. It will be available this October as a limited release, with full availability in the coming months”, it said.

Mobile Polling

Facebook, in collaboration with Nielsen, launched mobile polling earlier this year to help brand advertisers understand the impact of their mobile campaigns. It is now entering into partnership with Millward Brown Digital on brand lift insights for Facebook and Instagram, to enable advertisers to conduct mobile polling on both platforms.

Video in the carousel format

Facebook launched the carousel format last year providing advertisers more creative real estate in News Feed to showcase their products and drive actions like app installs and website visits. Pairing video with the carousel format gives marketers more options for compelling storytelling in News Feed.

“Video in the Carousel format will begin rolling out this week in Power Editor, and will expand to the Ads Create Tool in the coming weeks”, it said.