Last week Facebook announced a string of new ad products that will change the way you create and measure ads. By teaming up with other platforms, the social giant is able to provide a richer set of data for you to build your campaigns around.
So let’s run through the new products and integrations that are taking ad measurement to Facebook and Instagram to another level.
See how your ads impact in-store sales
Facebook says more than 90% of all consumer purchases still take place offline, but it can be difficult to track the impact your ads have on in-store purchases. To solve this problem, it’s working with Nielsen Catalina Solutions to help packaged goods companies see how their Facebook and Instagram ads affect offline sales.
“Together, Facebook and Nielsen Catalina Solutions (NCS) are collaborating to offer a new robust sales lift measurement platform for the CPG industry. This solution will help marketers understand the sales impact of their advertising based on the largest and most representative CPG insights.” – Carl Spaulding, EVP of Product and Strategy, NCS
The system is designed for larger retailers with ads across different formats, but it promises to remove a lot of the grey areas where ad ROI becomes difficult to track.
Create ads based on performance
Facebook is also expanding the pool of data you can pull into marketing mix modelling dashboards. You’ll soon be able to create ads based on the performance of digital, print and TV ads from a wide range of publishers. Which means you can see what kind of ads are getting the right kind of reaction from people and where you need to publish them.
Atlas integrates with VisualIQ and Neustar MarketShare
By the time people buy a product, they’ve typically seen a lot of different ads – some of which they might interact with and others they’ll ignore altogether. This journey is difficult to track but, if you’re using VisualIQ or Neustar MarketShare, this is about to get much easier.
The two platforms are now integrating with Facebook’s own ad measurement system, Atlas. The integration offers a view of which combination of ads people see along the consumer journey and which of those ads they do/don’t interact with.
See if your individual ads really inspire purchases
While it’s important to see the combination of ads consumers see along the buying process, you still need insights on individual ads. Facebook’s answer to this is teaming up with Oracle to provide lift-testing for ads on Facebook and Instagram. This allows you to compare groups of people who have seen your ads against those who haven’t:
“Lift tests look at how likely people are to buy a product if they haven’t seen an ad and how likely people are to buy a product if they have seen an ad… The difference between the two groups is the lift in sales from the ads. Lift tests can only be performed when both groups have the same characteristics, and this can only be done reliably when the measurement is people-based.”
The key here is you’ll be able to pinpoint which ads have a clear impact on buying decisions and those which don’t.
So those are the new measurement products and integrations coming to Facebook advertising. It’s taken a while for us to see any real integration of Facebook’s Atlas data into systems we can actually use to create better ads, but things are starting to happen. Some of these developments will only benefit larger-scale businesses to begin with – or those investing a healthy chunk onto Facebook advertising, to be more precise. But it’s good to see big data finally become a toolset we can use to create more effective ads.