How Do Facebook Ads Compare to TV Ads?
There are many decisions you are faced with when running a marketing strategy. Of late, one of the most pertinent questions to ask yourself is if your strategy is worth your time, money and effort. One of the means you would implement your strategy is through television advertising. Do you reckon people watch TV as they did before? While the traditional television advertising has been popular for the last 50 years, it is not here to stay.
The world is slowly moving toward a completely digital way of life. Now, social media has become more than just entertainment. It also serves as a platform for delivery, customer service, and interaction. Facebook advertising has taken over internet marketing like a storm. So, how do Facebook ads compare to television ads?
Targeting Your Audience
Millennials are the future, and they are also a demographic that is tough to please with advertising. Traditional advertisements do not work with this demographic as they less and less spend time watching TV. Targeting your audience is essential for your marketing campaign to succeed. Facebook ads enable the advertiser to target users by age, location, gender, etc. This is where, as a business, you will have to follow your customers instead of expecting them to follow you. Facebook is much preferred and is used by not only millennials but also people across all generations.
The biggest advantage of Facebook marketing is that it is a terrific avenue to foster communication between the marketer and the customer in the form of comments and likes. You can receive immediate feedback about your product/service. The reach of the advertising campaign is also rocketed when the customer shares the ad with his/her social circle.
Running a television ad campaign can be expensive. Actors along with scriptwriter, director, editor and the rest of the team have to be hired. You will also have to shell out some more money for airtime. Facebook ads, on the other hand, are comparatively cheaper. Thanks to the targeting aspect of Facebook ads, your marketing campaign can reach out to the target audience at a modest price. CPM (cost per thousand impressions) is the characterizing metric to keep track of your advertising campaign.
CPM measures how many dollars you must spend on advertising to reach 1000 people. A recent study concluded that CPM for Facebook advertising is the cheapest at $2.50. There are absolutely no hidden costs in Facebook marketing, which makes it preferable over traditional TV advertising.
Traditional TV advertisers bet their bottom dollar on third party market research companies like Nielsen for analytics. The problem here is that Nielsen does not offer the comparable level of audience and analytics tracking as online platforms like Facebook. While companies like these can still track the performance of your ad campaign, they will not be able to calculate the ROI. This proves to be difficult when you cannot optimize the campaign.
In contrast, Facebook ads have all the metrics like page performance, engagement, demographics of the audience, impressions, reach and much more. This data availability helps you tweak the marketing campaign as required as opposed to a TV campaign, where you will find out that the ad wasn’t as effective.
Recently, Facebook announced a new measurement program called Facebook Cross Platform Brand Lift which will report how brand lifting on Facebook measures with a TV ad campaign, compared on similar metrics. This makes Facebook ad campaigns all the more favorable for businesses.
Facebook offers different advertising arrangements. Unlike TV ads, which are only motion picture with audio and video, Facebook offers ads in photo, video, slideshows, carousels, and canvas. Depending upon the objective of your campaign, you can choose to employ either or all of the above-mentioned ads.
The key to engagement with Facebook ads is to create different content for the same ad campaign because it may get repetitive to see the same ads appear again and again. The audience has an option to hide an ad on Facebook, which they will not hesitate to use. Repetition is an impressive way of driving the point home, but only with traditional TV campaigns.
The platform matters the most when it comes to marketing an advertising campaign. Facebook ads have proven to be more effective than television ads time and again. Therefore, it is about time you said goodbye to TV and hello to Facebook!
If you are interested in learning more about how social media marketing, especially through Facebook, can help drive business for your company, Results Driven Marketing can help! Our team of experts are focused on helping you increase traffic to your website and boosting your Google rankings. If you would like to learn more, contact us at (215) 393-8700.