Facebook Ads Aid Brand Recall

April 23rd, 2010 |

About

Jeff Louis is a strategic media planner, brand project manager, blogger, and aspiring writer. He's intrigued by innovation overcoming adversity, survival of the fittest brand, history, reading, and similar fun stuff. He writes for sites and is the Public Relations and Advertising writer for the Chicago Examiner.

Want to increase brand recall and awareness? According to a joint Facebook/Nielsen study, social media networks are the place to go for marketers wishing to engage consumers who are nearing the “action” phase of the buying cycle.

Nielsen, citing that brand marketers have repeatedly requested a method to measure the value of social media advertising, made “a major investment towards helping advertisers understand how to achieve their brand goals in a social context.” And out popped the report: Advertising Effectiveness: Understanding the Value of a Social Media Impression, which includes information from Nielsen’s BrandLift that measures data for more than 800,000 Facebook users and their response to 125 campaigns run on the site by 70 advertisers. Nielsen’s BrandLift originated as a specific tool for measuring the effectiveness of Facebook advertising and was rolled out in September 2009 in the U.S. and in the U.K. in January. While many brands have already gravitated to social media advertising, others are hesitant due to uncertain ROI; Brandlift provides these advertisers with some assurance by providing quantifiable data that can be measured by established standards: Ad Recall, Brand Awareness, and Purchase Intent.

Numerous studies have shown that social media users trust friends and unknown (but credible) peers more than other advertising efforts. Thus, consumers need to be reassured by both paid and earned media (word of mouth that is passed, or shared, among friends and acquaintances). The study tracked 14 campaigns on Facebook that used “Become a Fan” as the method to engage consumers. They were then able to measure results in Brandlift from three different executions when users became a fan:

  1. Lift attained from a standard “Homepage Ad”
  2. Lift gained from ads that featured social context (“Homepage ads with Social Context”)
  3. Lift received from “Organic Ads,” or newsfeed stories sent to user’s friends of who had engaged (i.e. become a fan) of the product

socialadsThe results showed that Homepage Ads increased Brand Awareness by four percent and Purchase Intent by 2%. However, users exposed to the both Paid Ads (1) and the Organic Ads (3) tripled Ad Recall over those who viewed the Homepage Ad alone, from 4% to 13%. The results were similar for both Brand Awareness and Purchase Intent. Exposure to organic impressions increased Purchase Intent, from 2% to 8% overall.

So, what does this mean? Simply, it shows that claims made by social media advocates are now backed by data, hopefully delivering solid proof that social media (Facebook) is an effective vehicle for message delivery in both content (organic) and paid formats.

For those of us who’ve been shot down by both management and clients when the subject of social media is brought up, now might be the ideal time to reignite your efforts…

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Jeff Louis
  • http://www.digital-agency.com Los Angeles Website Designers

    They not even make it in within feeds too!