Facebook Launches Marketing Mix Modeling Portal for Comparing Facebook Ads to TV and Print Campaigns
Facebook announced last week some key updates to its ad platform. Notably, they expanded their partnerships with Nielsen and comScore, and added DoubleVerify. Facebook also announced the launch of a new portal that allows marketers and agencies to see how their Facebook ads perform in comparison with other platforms like television or print.
The new partners are integrating with Facebook in order to measure things like impressions, reach, performance, and other key metrics.
Nielsen’s “Digital Ad Ratings” product can be used to measure ad performance on desktop and mobile in 25 markets worldwide.
ComScore is now beginning to test in-target reach for U.S. audiences on desktop and mobile via its validated “Campaign Essentials” product. This metric is more important to advertisers, because it’s what media plans are built around, and is used to evaluate the campaign’s success.
Perhaps the most excited part of the announcement is the news that several partners, including comScore, Ad Science and Moat, can also now provide ad performance metrics on when display ads enter and appear on the Facebook Newsfeed (learn more about the Facebook Newsfeed algorithm here).
Lastly, Facebook launched their new Marketing Mix Modeling (MMM) portal online, where measurement partners can gather data directly from Facebook, Instagram and the Audience Network for their clients. Here, they’ll be able to compare which ads – including TV, digital and print – are best helping them reach their desired outcomes. Need help understanding all this, or getting started on a Facebook Ads campaign? Contact us today!
