New marketing tool helps telecom companies measure Facebook success

FacebookForBusinessbanner

Facebook launched a new tool Thursday that gives telecommunication carriers and operators a clearer picture of how their advertising on the social network impacts online and offline sales. Telco Outcome Measurement gauges return on investment based on impressions instead of just click-throughs and optimizes campaigns for better results, according to an announcement posted today on the Facebook for Business blog.

A Facebook spokesperson told Inside Facebook that the program makes an important distinction between impressions and click-throughs, bridging the gap between in-store sales and ad impressions delivered on Facebook:

Importantly, this solution shows that marketers should be optimizing for impressions versus clicks, as more than 90 percent of people who made a purchase after viewing an ad on Facebook had never clicked on that ad.

Though bound to expand, the solution is now available in nine countries, including the United States.

Bent on figuring out the efficacy of marketing efforts on Facebook, telecom carriers and operators wanted a too that would measure more than just click-throughs – the traditional success metrics in digital marketing, per the Facebook for Business blog:

Though clicks can be an effective indicator of interaction with Facebook content, they are less useful for linking digital impressions to in-store sales.

This outcome measurement tool looks beyond clicks to analyze actual sales, the blog explains:

At the core of Telco Outcome Measurement is Facebook’s mobile reach, which provides us with aggregate and anonymous information about devices, operating systems and carriers. From this starting point, we can establish test and control groups to determine how and when an ad on Facebook correlates to certain actions, such as a group of people switching to new handsets, tablets or carriers.

The solution analyzes the connection between Facebook exposure and resulting sales to help businesses determine the site’s impact on those transactions. Based on that correlation,a business can gain a lot of helpful insights about ROI, differences in adoption rates of devices or carriers according to demographic groups and the types and frequency of ads that yield the best results.

Some initial studies with the outcome measurement program shows that telecom ads placed in the desktop News Feed are seven times as effective than those right-hand spots. Ads rolled out on mobile are nine times more effective than on desktop.

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will teach you the best practices to be successful on social. Register before July 31 to get $50 OFF with early bird pricing. Register now!

 

Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media Coordinator

Northside Media Group - Brooklyn Magazine
Brooklyn, NY

Social Media Manager

National Center for Learning Disabilities
New York, NY

SEM Manager

MediaVest USA (New York)
New York, NY

Sr. Community Manager (Social Media)

Rescue Social Change Group
Atlanta, GA

Associate Editor, Social Media/Newsletter

AFAR Media
San Francisco, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us