Measurement is the great equalizer—a tool to help marketers evaluate and improve campaign strategies against their definitions of “success.”
We wanted to understand the role measurement plays in influencing campaign decisions. Because Facebook is not only a media platform but also an advertiser, we analyzed our own brands, Facebook and Internet.org, in our study on campaign measurement.
Quickly review our topline findings or dive into our white paper for an expanded discussion of our tests and what it all means for marketers.
1Define Top Marketing Objective-e.g. Sales of Brand Awareness
2Identify Relevant Measurement Methodology
Approach to a Measurement Study
Choose and Actionable Hypothesis
Run Study to Test Hypothesis
Compare Treatment Groups again KPIs
Refine Best Practice for Future Campaigns
Using Internet.org and Facebook marketing campaigns, the Facebook Marketing Science team and The Factory, the brand marketing team at Facebook collaborated on studies that ran against campaigns in Canada, Australia, and the UK from February through April 2015.
We aligned our marketing and measurement goals for the Facebook campaigns just as any advertiser would on our platform.
We focused the tests on three areas:
We observed that the optimal frequency of a campaign varied depending on the specific objective of the campaign, though low and medium frequency (as compared to high) were optimal. Within this study, low frequency allowed higher reach and was a more efficient use of dollars—especially with respect to ad recall. A higher proportion of video impressions— 50% and 75% of impressions as video— led to higher lifts in favorability.
Our analysis helped us establish benchmarks for our own brand campaigns. The Factory can now incorporate these measurement results to direct near-term marketing decisions, which could help them optimize existing campaigns or inform long-term strategic planning.
Measurement results are going to be unique to each advertiser. But we believe that the lessons we learned can help all marketers design a measurement strategy that optimizes campaigns and media plans to reach people more effectively.
Test for yourself. Identify the most important business objectives for your brand and prioritize the right research questions to evaluate your campaign’s effectiveness.
Assess your campaign plan from brief to execution. Examine which platforms are most effective for your brands. To develop an effective campaign strategy, evaluate how each platform works, both independently and together, to deliver against your business objectives. Test your display and video ads to determine the right combinations that lead to effective outcomes for your brand
Metrics matter. Analytic teams are poised help their organizations define the right metrics if they are able to contribute to strategic planning conversations. By asking the right questions, these teams can help an organization determine and align to metrics that drive business results rather than get distracted by fleeting metrics.
Source: Facebook internal data results based on media campaigns conducted on Facebook and Instagram between February and April 2015. All results reported as statistically significant in this paper have at least 90% confidence interval.