Facebook recently worked with Kantar Worldpanel to test the hypothesis: is someone exposed to an ad on both TV and Facebook more likely to buy? Specifically, would there be at least a 22% lift in sales from this “double exposure” on both channels?
The short answer: yes. The amazing answer: the lift was actually 29%—1.3 times higher than expected.
What can digital advertisers do to capitalize on these numbers?
Get in the Game with TV Sync Technology
If you already have a good baseline social advertising strategy, use TV Sync technology to take things to the next level. TV Sync allows you to automatically activate your social ads based on customizable offline events like television flight schedules, live programming, weather changes, or sporting events—all in real time. It’s a powerful way to amplify your reach and drive engagement across screens.
And, as the Kantar Worldpanel study indicates, it’s a great way to increase revenue across a host of CPG industries.
TV Sync allows you to:
- Trigger your social ads when your competitor’s commercial airs
- Launch social ads automatically based on weather status or key sporting events such as touchdowns and timing
- Extend your advertising beyond TV, onto the second screen and into the virtual shopping space
Consider a few other examples of how you can use Marin’s TV Sync to amplify your advertising efforts.
Extend Your Advertising Message Across Screens
Running TV commercials? Use TV Sync to trigger your social ads immediately as your commercials air, reinforcing the message and increasing your impact with a multi-screen presence.
Counter Your Competitor’s TV Commercials
As soon as your competitor’s commercials appear on TV, counter them by launching social ads in real-time. This is a great way to stay top of mind and boost mindshare.
Improve Targeting and Relevance with Weather and Sports
Trigger your social ads according to weather status or key sporting events for a timely, optimized, and personalized campaign that strikes a chord with your audience. For example, during snow-filled winters, travel advertisers can target users with ads to tropical locations.
Drive Engagement During Live or Scheduled TV Programs
TV Sync can help you advertise your auto brand during an episode of Top Gear, or launch social ads for your beauty brand during the red carpet at the Oscars. Aligning your ads with specific programming in this way creates a highly targeted and relevant ad experience.
Make TV + Social a Default Part of Your Advertising Strategy
As more and more brands see positive results from this dual advertising approach—and as premium TV and Facebook continue to domineer viewers’ leisure time—make the double exposure a given. Measure and optimize, and see if you can top Facebook’s and Kantar’s 29% sales lift figure.
TV Sync is available for Marin Social customers, and clients like Danone Actimel have already seen great results—nearly 40% increase in CTR, helping drive down video view costs by over 60%. Be sure to check out the full case study.
If you’re interested in learning how Marin can help you expand your ad exposure and reach, contact us today.
