[SMK] Social Media Knowledge


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.

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