Social Media Company Introduces Tools Familiar to Broadcast Advertisers

By . Published on April 20, 2016.

Broadcast advertisers will now find familiar terminology when making video ad buys on Facebook.

That’s because Facebook wants to make ad buying on its platform more TV-like for broadcast advertisers. The company said Wednesday that target rating point video buys on Facebook or Instagram can now leverage day-parting and Nielsen DMA targeting, two features that were previously unavailable. DMA targeting allows marketers to home in on a specific local television market area while day-parting delivers advertisements during specific parts of the day.

The move is meant to provide marketers further brand building capabilities on mobile, as well as flexibility to extend TV and video campaigns on Facebook with a currency broadcast advertisers are all too familiar with. At the same time, the company is telling advertisers to rethink the way they deliver video on Facebook — particularly on mobile — as opposed to TV.

“The mobile feed has fundamentally changed the way people view and absorb information, and this is especially true with video,” said Matt Idema, VP of monetization product marketing at Facebook. “For marketers, this shift makes it essential to take new creative considerations into account when designing effective video ads. While this work is ongoing, we have seen that when marketers think about the unique characteristics of mobile behavior, they are able to more effectively connect with their audience.”

Read full article via Ad Age at http://adage.com/article/digital/ad-buying-facebook-tv/303631/