Advertising Insights

October 18, 2016

People-First Media Planning: Advancing Incremental Reach

Watch Facebook measurement leads discuss the value of planning online media around people rather than devices.

Topics
Advertising InsightsMedia Planning & BuyingEurope, Middle East & Africa

Reaching your audience where they are and where they are going means placing people—not devices—at the center of your cross-channel strategy. So is planning against media siloes a thing of the past? Facebook researchers Georges Augue, Richard Bussy and Stefano Cirillo discuss the importance of moving beyond device-led strategies.

Reaching your audience where they are and where they are going means placing people—not devices—at the center of your cross-channel strategy. So is planning against media siloes a thing of the past? Facebook researchers Georges Augue, Richard Bussy and Stefano Cirillo discuss the importance of moving beyond device-led strategies.

Check out excerpts of our conversations with each about learnings from recent country studies:

In studies conducted with Nielsen Total Ad Ratings across 32 campaigns representing Italy, France and the UK, we found that marketers who use Facebook to complement TV can boost audience reach and enhance the efficiency of their campaigns– particularly among younger audiences and light TV viewers.

“We have seen that with a combined Facebook and TV campaign, advertisers saw an 11.7 percent increase in targeted reach versus TV alone and by 27 percent for those aged 18–24 in Italy.”

Stefano Cirillo

Measurement Lead Italy, Facebook Marketing Science

In those studies conducted with Nielsen Total Ad Ratings, we found that marketers who use Facebook to complement TV can boost audience reach and enhance the efficiency of their campaigns, particularly among younger audiences and light TV viewers.

Topics
Advertising InsightsMedia Planning & BuyingEurope, Middle East & Africa

Next in Advertising Insights



Stay in the know

Get timely insights from Facebook IQ delivered to your inbox.