Facebook is rolling out a real time bidding platform that will allow Australian advertisers to synchronise Facebook ads with TV spots by the end of the year. A US pilot revealed today (23 October) found ads synced with TV in real time got a 60% uplift in click through.
Brands will be able to run ads within Facebook News Feed that coincide with their own ads on TV, or with rivals. Ads on the social network will be delivered within seconds of TV ads starting on TV.
Facebook has worked with social analytics firm Optimal and content monetisation experts Civolution, two of its preferred marketing developers on the concept that allows advertisers to buy Facebook ads through the Facebook Exchange, that are in “complete synchronisation” with TV advertising.
The social network told told AdNews something similar is due to launch in Australia by the end of the year. A spokesperson said: “We are in active discussions with a number of TV partners to roll this out in Australia in the next few months.”
Facebook is talking to TV networks globally and it is likely that deals will need to be ironed out locally rather than taking a blanket approach to integrating Facebook ads with TV.
The pilot platform integrates Civolution’s ad-triggering service, SyncNow, which monitors hundreds of cable and broadcast channels globally to identify TV ads in real time, with Optimal’s Open Signals and real time bidding (RTB) platform to automatically buy ads via Facebook Exchange (FBX) within seconds of when the ad spots aired on TV.
The pilot campaign for an entertainment launch delivered 60% uplift in click through rates on News Feed ads compared with control ads running on the network the same day as well as a 35% uplift for News Feed ads synchronised to competitor TV ads.
The potential for advertisers to get higher engagement from digital spend, drive direct action from TV ads and increase return on investment across both TV and Facebook is huge.
Optimal founder and CEO Rob Leathern said: “Tens of millions of Facebook users logging onto the platform during prime time hours there is a tremendous opportunity to break through clutter and amplify TV commercials with a timely and direct advertisement on Facebook.”
Twitter is also cutting deals with TV networks to monetise interaction between Twitter and TV.
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