"Now that Buzzfeed has begun to diversify our media strategies to include both Television and Digital, having the option to leverage solutions such as Facebook's Cross-Platform Brand Lift and Nielsen Total Brand Effect with Lift presents a great opportunity. We look forward to using cross-platform brand lift measurement to both receive valuable insights about our multi-media campaign performance in a single reporting surface, and also to optimize campaign elements such as spend and creative across both platforms."
"Facebook cited an example of household brand Shark's campaign which was deemed a success as measured by Nielsen Total Brand Effect with Lift. We proved that Facebook video ads are a natural complement to TV campaigns. We experienced better brand results among people who saw ads on both versus just TV or Facebook alone. We saw the 'better together' impact first-hand. Facebook and TV are powerful individually, but deliver a stronger message to our audience when used in tandem."
Facebook introduced Cross-Platform Brand Lift in the US and UK alongside Nielsen Total Brand Effect with Lift to enable advertisers to measure and optimize Facebook and TV campaigns using actionable results. The solution measures cross-media impact on metrics such as awareness and positions Facebook alongside Google’s Brand Lift for TV. Advertising partners expanding from digital into cross-media can leverage these tools to analyze multi-media campaign performance and to optimize spend and creative across platforms. Facebook cited Shark's campaign as a Nielsen-measured success, and advertisers can use the measurement to re-engage offline audiences and improve campaign outcomes.
Read at The Drum
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