3 reasons why TV and Facebook work ‘better together' for your marketing campaign

In this age of digital transformation, many brands are adopting a multi-screen approach to making their marketing dollars work harder. With brands fighting for the consumers attention on multiple media, the smartphone as a constant companion is becoming the clear winner in this tussle, with traditional media like TV becoming second screens. Young adults in India spend approximately 2.2 hours a day on mobile. This, when combined with the fact that more than 184 million Indians access Facebook monthly from Mobile, builds a clear case for how Facebook is the advertising medium of choice in this evolving media landscape.

Facebook and Television: Better Together

Kantar Millward Brown’s Cross Media studies done over the last 4 years show that when Facebook and TV are combined in a media plan, the combination delivered higher brand results than TV alone in terms of reach, efficiency and brand impact. The study follows a robust methodology for analyzing marketing campaigns across various categories. Going by these stats, one can gauge the power of Facebook marketing and its impact on targeting consumers and building brands. The study looked at examples of brands such as Cadbury Dairy Milk and Vodafone which opted for this Facebook-TV approach and fared much better as opposed to other brands who opted for a TV-only digital media plan for consumer connect.

Here are the 3 reasons why the combination worked wonders for brands:

1.Delivering higher reach together:

Kantar Millward Brown’s Cross Media studies clearly show that in absolute reach terms, Facebook delivers the most efficient reach of 40% for just 3% of marketing spends. Kantar Millward Brown’s Cross Media studies prove that when Facebook and TV are combined in a media plan, Facebook adds to overall Reach by +6.2%. For instance, Vodafone’s Supernet 4G campaign planned for R&F sufficiency on Facebook and successfully combined TV and Facebook in their launch media plan. This led to 3.5% incremental Reach and 7.5X incremental Brand Impact, that too more efficiently.

2.Delivering efficient reach together

As per the study, not only was the reach of the combination was higher than that of TV alone, it was also delivered more efficiently. It was proven that when Facebook and TV are combined, Facebook delivers incremental reach at 38% lower cost than TV alone. This shows that Facebook’s targeting capabilities and marketing tools offer optimal cost efficiency when it is used in combination with TV. This was again proven in the case of Cadbury Dairy Milk as they created a 30-second TV commercial and a Facebook ad, and gained incremental reach & impact for the campaign.

3.Delivering higher brand impact together

The study showed that the combination of TV and Facebook delivered 25% more brand impact than that of TV alone. This is when the marketing spend on Facebook is mere 3% when on TV is 67%. Vodafone saw 7.5X brand association through the combination while Cadbury witnessed 2.6X brand imagery. This proves that TV and Facebook are perfect partners when it comes to building brand image and delivering results.

How can you make your marketing spends more effective

There is no doubt that Facebook and TV is the winning combination when it comes to obtaining maximum marketing effectiveness in the evolving media landscape. However, to emulate the success garnered by these brands, it is important to follow the steps below to create an effective Facebook plan. Make sure you adapt creatives for the speed of the Facebook newsfeed, plan for the right reach and frequency and measure the right impact. Learn more here: https://www.facebook.com/business/news/power-of-better-together-combine-facebook-and-tv