Some brands use TV ads to up social media engagement better than others. Among those that bought broadcast TV spots in the fourth quarter of 2018, no brand did it better than eBay.
That’s according to the latest “State of the Media” report from 4C Insights, which calculated that eBay enjoyed a 127% lift in social media engagement.
The strong performance was partly thanks to eBay's ads highlighting children opening gifts during the holiday season, according to the marketing technology firm.
Behind eBay, DirectTV’s broadcast TV ads achieved a 102% social engagement lift.
Taco Bell and Target enjoyed an 85% lift, while T-Mobile saw an 80% lift.
Netflix maintained its top spot for cable advertisers. By teasing viewers with trailers for programming like “The Kominsky Method” and “Mowgli: Legend of the Jungle,” the streamer achieved an 83% social engagement lift.
Following Netflix, other top cable performers included Walmart (which saw a social engagement lift of 75%); eBay (with a 74% lift), and Arby’s (73% lift).
4C Insights calculates lift by combining its Teletrax TV monitoring data with brand engagements across Facebook and Twitter. Its sample included roughly $350 million in global media spend across more than 1,000 brands.
As for social platforms, 4C Insights found Facebook and Instagram saw a 16% increase in ad spend from the third to the fourth quarter of 2018. Among other standout verticals, cosmetics advertising soared 331%, while travel ads increased by 191% during the period.
LinkedIn ad spend through 4C increased 17% from the third to the fourth quarter of 2018, which was aided by the launch of new ad formats like LinkedIn Video Ads.
During the same period, Snapchat's ad spending increased 29%, which 4C Insights attributed to the launch of several new products, including Visual Search and Snap Originals.