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Stat Attack: Facebook and TV hook up

Facebook and video have been friends for some time – but Facebook's hungry for more and is now cozying up to TV.

It's even released a report to prove it.

Ratings winner

Citing a study that analysed 3200 campaigns in 44 countries worth US$375 billion in ad spend, Facebook reckons adding digital (in the form of mobile) to TV campaigns adds a "kicker" effect of 60% higher ROI.

Around 87% of people now use a second screen when watching TV, and Facebook accounts for up to 8% unique, incremental reach over TV.

It does this in part by being able to reach users who otherwise might not be regular TV watchers.

Big pickings

We're also quicker on the uptake when it comes to mobile messaging. Facebook cites the Fors-Marsh group test, showing it only takes 0.25 seconds of expose for users to recall mobile content at a statistically higher rate.

Facebook also modestly points out advertising on Facebook is 4X more economical that traditional TV advertising.

Twitter take down?

Twitter has long held the crown when it comes to real-time content supplemented by TV shows.

While Facebook's algorithm means the News Feed can't keep pace, all signs point to TV becoming kind of a big deal in Facebook's broader marketing plans.

Do you use a second screen when watching TV? Let us know in the Comments.

Learn with SMK through November

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

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Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

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November's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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