Facebook earlier this week announced a range of new tools to help advertisers optimise and measure their mobile campaigns more effectively. In a blog post, the company said it has grown by 25% active advertisers since February 2015 and has added four new advertising features.
Facebook launches new mobile ad features
1. Total Rating Point (TRP) Buying
This new feature enables marketers to plan, buy and measure their video ads using TRP. The move aims to encourage advertisers to plan campaigns across TV and Facebook or Instagram with a TRP in mind. Nielsen’s Total and Digital Ad Ratings measurement systems are used to verify the TRP for delivery. According to Facebook, campaigns generated a 19% increase in targeted reach when TV and Facebook were combined.
Nigel Morris, CEO, Dentsu Aegis Network Americas & EMEA, who tested the product, says:
“Mobile video is a key point of disruption and the way we are innovating with Facebook to test and launch TRP Buying in the market is key to being able to pivot at speed.”
2. Brand Awareness Optimisation
In addition, the company announced brand awareness optimisation bidding, aimed to help advertisers find the audiences most likely to recall their ads. The feature will focus on attention and reach and be available as a limited feature at first, until becoming fully available later this year.
3. Mobile Polling