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The Ins and Outs of Facebook’s TV Targeting Options

Margaux Madenwald

Times have changed, haven’t they? Television and social media are – dare we say – friends! Facebook has found ways for brands to complement their traditional broadcast buys with social media. It’s not about one replacing the other; it’s about maximizing your reach (or frequency) across different channels for the most exposure possible. You can buy the same audience and programming that traditional broadcast buyers are used to. You can even buy on TRPs and daypart. Facebook allows brands to tap into unique segments within their target audience that they would previously have never been able to reach with their broadcast schedules alone.

Facebook and Twitter have options for every advertiser’s budget. In this post, we’re going to focus on Facebook. There are currently three TV targeting options available for scale.

Option 1: Interest and behavior based targeting

The first option is simple. You can set up a video campaign and use interest-and-behavior based targeting to bid on actions that take place on Facebook (likes, comments, etc.) associated with a particular show, the characters or the actors.

Option 2: Datalogix segments

The second is using custom Datalogix segments. You can target people who are likely to be viewers of certain shows. These segments are based on offline behavior and usage of TiVo and other top regional cable providers, set-top boxes/DVRs, etc. The caveat with this option is that the Datalogix segments must be requested through Facebook and dropped into your ad account. Both this option as well as the first option do not have minimum spend requirements.

Option 3: TRP buying

The last and most sophisticated option is TRP buying. This means you can buy Nielsen-verified TRPs on Facebook. This is a great option for more traditional clients. If a client is timid about entering the world of social media, why not give them a meet n’ greet with metrics they already understand? This allows advertisers to reasonably compare results between the two mediums. Warning: this can be pricey.

When you’re planning with your client, you can work together to identify goals whether it’s a TRP goal and/or budget. You can target by country, age and gender as well and your targeting will mirror Nielsen Digital Ad Ratings. (There are minimum spend requirements that vary by country).

We’re true believers here at MMGY that social TV targeting can be incorporated into most media plans. Typically, there’s a way to integrate “social broadcast.”

  • If a client can’t afford ongoing TV spots, you can always extend campaigns before, during dark periods, or after a traditional broadcast flight to reach more people when you’re not “on air” with the budget you’re comfortable with. (Options 1 and 2).
  • If a client does have a healthy broadcast inclusion in their media plan, they can use social TV targeting to reach an untapped audience, extend the campaign or provide bonus content.

According to a recent Accenture Report, 87% of consumers use a second screen device while watching TV. That means there’s incredible opportunity for brands to get creative and provide viewers with content that supplements what they’re watching on television.

Here’s a practical example of this: Imagine watching ‘House of Cards.’ Let’s pretend you’re among the 87% of the population who are also on a second device during your Netflix binge. You’re scrolling through your Facebook feed and you get served an ad from ‘House of Cards’ with behind-the-scenes-footage or a question from Kevin Spacey asking how viewers felt about the most recent plot twist. In this example, you are in front of your consumer on two screens and in one scenario you can actually have a conversation with your consumer.

We’ve seen great results for our partners who simply mimic shorter broadcast spots and run simultaneously alongside traditional broadcast buys for very little. Our partners at Bermuda Tourism Authority consistently see CPVs for $0.01 and garner hundreds of thousands additional views in a different arena. As an example, a video ad ran on Facebook in specific DMAs and reached an additional 200,000+ people, garnering 166,000+ views for less than $1.4K.

Facebook currently has 1.6 billion users, and those users contribute to 3 billion videos viewed on its site each day. With staggering numbers like these, it would be a shame for brands to miss their target audience on such a critical digital touch point in their daily lives.

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