TV Campaigns Extend Reach via Facebook Ads - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

TV Campaigns Extend Reach via Facebook Ads

Facebook boosts reach of TV ad campaigns among millennials

Facebook has seen success with video ad placements, and recent research indicates that TV advertisers are leveraging the social network to stretch the reach of their campaigns.

Reach of US Entertainment Ad Campaigns via TV vs. Facebook, by Targeted Age, March 2015 (% reach in each group)

According to March 2015 research by Nielsen for Facebook IQ, Facebook helps advertisers running television campaigns target younger age segments that are harder to reach on TV. Facebook-only entertainment ad campaigns in the US reached 13.4% of the 18-to-24 targeted age group, or nearly a quarter of overall reach among the demographic. Cross-platform campaigns delivered an average reach of 15.5%, or almost 27% of the total. Meanwhile, among those ages 25 to 34, cross-platform ads reached 14.0% of the targeted age group and Facebook-only campaigns about 10%, representing 22.3% and nearly 15% of total campaign reach, respectively.

The boosts are particularly significant when one considers that nearly seven in 10 people reached on Facebook of all ages fell in the 18-to-34 range, vs. 26% share of those on TV, emphasizing the huge reach advertisers can gain among these younger demographics by going beyond television.

Video Share of Total* vs. Mobile Facebook Ad Spending Worldwide, Q1 & Q2 2015 (based on impressions served by Nanigans)

Video continues to expand its share of both mobile and total Facebook ad dollars. According to research from Nanigans, video increased its share of overall Facebook ad spending worldwide by 23% between Q1 2015 and Q2 2015, from 13% to 16%. Growth was even more impressive when it came to mobile ads, where video’s portion of spending rose by 40% quarter over quarter, from 15% to 21%.

US Facebook Ad Spending Share, by Format, Q2 2014-Q2 2015 (% of total impressions served by Kinetic Social)

According to Kinetic Social, video’s share of Facebook ad dollars is larger in the US, where the format accounted for almost 27% of advertiser spend on the social network in Q2 2015. While this was slightly lower than its 28.0% share in Q1 2015, it was nearly double the portion it grabbed in Q4 2014 and more than triple that in Q2 2014.

Overall, eMarketer estimated in April 2015 that Facebook ad spending worldwide would jump nearly 35% this year to reach $15.50 billion. At the same time, we forecast that Facebook mobile internet ad revenues would hit $11.01 billion globally in 2015, up 48.4% year over year.

SHARE

SHARE THIS

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »