Following in the steps of Google, and in the wake of criticism regarding its advertising analytics, Facebook has introduced a new cross-platform ad tool.
Rolled out across the UK and US, Facebook Cross-Platform Brand Lift will, along with Nielsen Total Brand Effect with Lift, help advertisers optimise Facebook and TV campaigns with actionable results, according to the social media giant.
Facebook Cross-Platform Brand Lift will offer in-depth analysis for marketers studying campaigns, as well as allowing Facebook’s advertising partners currently expanding from digital advertising to cross-media campaigns to leverage the platform.
‘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,’ said Margo Arton, senior director of Ad Effectiveness at Buzzfeed.
‘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.’
You can read more about the update on Facebook’s blog.