Sitting in your living room tonight, you will most likely be ?double-fisting,? and I don?t mean with two beers. In one hand, you will be flipping the channels with your remote control, but in the other, you will keep a tight grasp on your phone, keeping a close eye on your social feeds and posting. So brands need to consider social media whenever they plan TV campaigns. Otherwise, they are missing a big opportunity.
Brands with large TV budgets live in a world where TV measurement metrics (from companies like Nielsen) reign supreme. In this world, it is difficult to make an argument for completely switching advertising dollars away from TV and into social. And quite frankly, Facebook isn’t even asking for that complete shift to happen. Although the platform is hitting 100 hours of video consumption each day, this is nowhere near enough inventory to replace TV commercials–not even close. Nielsen provides a TRP (target ratings point) rating as a measurement equivalent for brands looking to measure the reach of their video on Facebook using a more familiar metric, which is helpful for those looking to buy media in ways that are familiar to them. Although this comparable reach measurement does exist, it?s unlikely that brands will switch spend over to social as a result.
Savvy brands looking to extend advertising beyond TV should look to complement those buys with social advertising. Here?s how:
Coordinate your paid social buy to coincide with the flighting of your ...