Facebook has introduced new ad products for attracting TV advertisers. Facebook's latest efforts will focus on taking advantage of the strengths of social media on mobile devices such as mobile phones and tablets.
On Monday, Sept. 28, Facebook wrote in a post that since February this year the company has witnessed a growth of 25 percent in the total number of active advertisers on its website. More than 2.5 million advertisers are now using Facebook for advertising and businesses, and people want to connect more via social media.
The Facebook app is currently one of the most popular smartphone apps in the entire world and it generates over 75 percent of the overall ad revenue on smartphones. Smartphone owners spend more time on their mobile devices than watching TV. Taking this fact into account, the social media company is now trying to persuade advertisers, especially those using video, to advertise on Facebook.
eMarketer, an independent market research company, suggests that spending on digital video ads is increasing fast and is estimated to grow 13 percent by 2019 and reach about $15 billion. On the other hand, spending on TV ads is projected to grow only 2 percent during the same period and reach $78 billion.
"Facebook is listening to the ad community and giving them what they are looking for," says Debra Aho Williamson, an eMarketer analyst. "Does Facebook want video ad dollars? Yes."
TRP (Target Rating Points) Buying is one of the tools that Facebook will introduce.
"Knowing that TV and Facebook complement each other, we're introducing a way for advertisers to plan, buy and measure Facebook video ads using total rating point (TRP) as the metric. Marketers can plan a campaign across TV and Facebook with a total TRP target in mind, and they can buy a share of those TRPs directly with Facebook," per Facebook.
TRP Buying will allow advertisers to purchase video ads on Facebook. Complementing TV ads with video ads on the social media platform may extend the reach of the ads and increase effectiveness and effectiveness of the ads.
Additionally, advertising via Facebook can also target specific audiences.
