Active Stocks
Thu Mar 28 2024 15:59:33
  1. Tata Steel share price
  2. 155.90 2.00%
  1. ICICI Bank share price
  2. 1,095.75 1.08%
  1. HDFC Bank share price
  2. 1,448.20 0.52%
  1. ITC share price
  2. 428.55 0.13%
  1. Power Grid Corporation Of India share price
  2. 277.05 2.21%
Business News/ Industry / Facebook to increase focus on cross-platform campaigns
BackBack

Facebook to increase focus on cross-platform campaigns

A report by the firm says it wants to provide 'some insights into the role the platform plays in the media mix, especially alongside TV'

The study also highlighted trends for big marketers and younger generation as a target audience. Photo: ReutersPremium
The study also highlighted trends for big marketers and younger generation as a target audience. Photo: Reuters

New Delhi: Facebook Inc. the world’s largest social media company, is sharpening its focus on cross-platform campaigns, primarily television, as a new revenue source.

A report published by Facebook earlier this week said it wanted to provide “some insights into the role the platform plays in the media mix, especially alongside TV".

“The media landscape has changed drastically in the last 10 years. Where families used to gather around one TV screen – offering a vast, captive audience for advertisers – today, our attention is split between multiple devices, often at the same time," the report said. “This presents a particular challenge for marketers trying to measure the impact of their ad campaigns across this new variety of screens and platforms.

“If marketers have a better understanding of where and when they’re reaching their audience, they’ll be able to optimise campaign planning and delivery, and ultimately achieve a better return on investment," the paper said.

The report analysed 103 campaigns that ran in 2014 with investment in both Facebook and TV and looked at the trends in cross-platform reach as well as incremental reach on Facebook with the “aim of advising clients on how best to use the platforms together".

“For a given campaign running across TV and Facebook there is a high correlation between the cross-platform reach and the Facebook incremental reach it will observe – on average, for every two people reached across both platforms, one person will be reached on just Facebook," the report found.

The study also highlighted trends for big marketers and younger generation as a target audience.

“Heavyweight TV campaigns see higher levels of cross-platform reach, whereas lighter campaigns see higher incremental reach on Facebook, but both plateau beyond a certain level of Facebook investment," it said.

“Facebook plays a key role in reaching younger audiences alongside TV. Campaigns targeted at the audience aged less than 44 see higher levels of cross-platform reach as well as Facebook incremental reach," it added.

Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!

Catch all the Industry News, Banking News and Updates on Live Mint. Download The Mint News App to get Daily Market Updates.
More Less
Published: 20 Aug 2015, 07:53 PM IST
Next Story footLogo
Recommended For You
Switch to the Mint app for fast and personalized news - Get App