Facebook To Unify Brand Lift Measurement Across Digital And TV

Facebook has been prolific with upgrading its ads measurement tools during the past few weeks. Today it announced another candy for advertisers and analysts who will now be able to measure brand lift on the platform and on TV as well with the use of a single tool.

Facebook announced that its new measurement solution will help advertisers measure their advertising efforts’ impact on both TV and Facebook, separately as well as combined. This will be possible through the collaboration between Nielsen Total Brand Effect with Lift and Facebook Cross-Platform Brand Lift measurement tools.

Facebook is a huge proponent of the stance that TV and Facebook can deliver better results when working together. In fact, one of its clients recorded a 22-point lift in ad recall for TV and Facebook, versus a 6-point lift for TV-only and a 3-point lift for Facebook-only.

It is understood that Nielsen will be able run cross-platform brand-lift studies to advertisers immediately in the US and the UK and soon, in Australia. Facebook is working on its own solution, which will include stats from Instagram and Audience network, too. Facebook said that its proprietary solution is being built right now and will eventually be available to advertisers some time in 2018.

Both platforms will offer the option for advertisers to drill further down to brand lift generated per platform, by giving them insights on the methodology used to calculate lift measurement (a measurement of test vs. control), and opportunity-to-see likelihood.

Nielsen and Facebook have been working together since the beginning of 2016. The measurements company has also partnered with Twitter and Snapchat to provide enhanced analytics, in a series of moves that signal the total integration of the digital path in a campaign’s life cycle.