• The Drum, Friday, October 28, 2016 6:46 AM

Facebook published research that promotes its ability to ensure campaigns reach an additional 5% of people that would have otherwise missed it on TV, according to a report in The Drum. "This is highest among the lucrative millennial audience, where the social network reaches 22.6% and 14% of 18 to 24-year-olds and 25 to 34-year-olds respectively, found the study’s researchers Nielsen." The  Drum reported, "The study analyzed the reach between Facebook and TV on 25 campaigns across 2014 and 2015 in the hope of furthering a dynamic the social network has been exploring for some time. Against the target audiences of these 25 campaigns, the incremental reach rose to 16.1%. This means that one in six people within a target audience are seeing a campaign on Facebook and not on TV, claimed the report. 'Based on this insight, we at Facebook believe a marketer should be planning video via an integrated media plan that brings together TV, VOD and digital video into a single coherent whole,' the report continued."

Read the whole story at The Drum »