Facebook has been working hard to convince marketers to shift part of their TV ad budget to the social network.
As part of that effort, Facebook last month tapped Nielsen to host an educational session on TV ad sales for the social network’s marketing partners, according to a source who provided Digiday with a copy of the presentation deck. After outlining the basics of the TV ad industry and declining viewership of linear TV, the deck highlights the potential for increased campaign reach with some modest reallocation of TV budgets to digital channels — such as Facebook.
The deck also cites an August 2012 case study of an $18 million national TV investment which found that a reallocation of between 0.7 to 5.0 percent of the total television budget to “a representative mix of online sites” boosted a campaign’s total reach while reducing its mixed CPM rate. To continue reading, please click the below link;