Facebook rolls out new mobile advertising tools

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Facebook earlier this week announced a range of new tools to help advertisers optimise and measure their mobile campaigns more effectively. In a blog post, the company said it has grown by 25% active advertisers since February 2015 and has added four new advertising features.

Facebook launches new mobile ad features


Source: facebook.com

1. Total Rating Point (TRP) Buying

This new feature enables marketers to plan, buy and measure their video ads using TRP. The move aims to encourage advertisers to plan campaigns across TV and Facebook or Instagram with a TRP in mind. Nielsen’s Total and Digital Ad Ratings measurement systems are used to verify the TRP for delivery. According to Facebook, campaigns generated a 19% increase in targeted reach when TV and Facebook were combined.

Nigel Morris, CEO, Dentsu Aegis Network Americas & EMEA, who tested the product, says:

nigel morris

“Mobile video is a key point of disruption and the way we are innovating with Facebook to test and launch TRP Buying in the market is key to being able to pivot at speed.”

2. Brand Awareness Optimisation

In addition, the company announced brand awareness optimisation bidding, aimed to help advertisers find the audiences most likely to recall their ads. The feature will focus on attention and reach and be available as a limited feature at first, until becoming fully available later this year.

3. Mobile Polling

Facebook has announced a collaboration with Millward Brown Digital for brand lift insights for Facebook and Instagram to enable marketers to conduct mobile polling across both sites. This gives advertisers a chance to see how effective customers deem their campaigns, observing changes in brand metrics caused by campaigns.
4. Carousel Video Format
Lastly, the company announced the carousel format for video ads to allow brands to create more compelling news feed stories.