Study Defines New KPI Model For Facebook Ad Effectiveness
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Study Defines New KPI Model For Facebook Ad Effectiveness

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2 Pages
English

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Study Defines New KPI Model For Facebook Ad Effectiveness PR Newswire CHICAGO, June 21, 2012 - Research from Resolution Media and Kenshoo Social Reveals How Much is Too Much CHICAGO, June 21, 2012 /PRNewswire/ -- Global digital marketing leaders Resolution Media (http://www.resolutionmedia.com/) and Kenshoo (http://www.Kenshoo.

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Study Defines New KPI Model For Facebook Ad
Effectiveness
PR Newswire
CHICAGO, June 21, 2012
- Research from Resolution Media and Kenshoo Social Reveals How
Much is Too Much
CHICAGO
,
June 21, 2012
/PRNewswire/ -- Global digital marketing leaders
Resolution Media (http://www.resolutionmedia.com/) and Kenshoo
(http://www.Kenshoo.com/) published a new report today that details extensive
research on Facebook ads and provides actionable tips for advertisers seeking
to improve the performance of their social media campaigns.
"Exposure Rate," a new metric to measure targeted engagement on Facebook,
takes center stage in this report, based on a year-long study that analyzed
global data spanning 65 billion Facebook ad impressions and 20 million
Facebook ad clicks. The findings represent a wide range of brands and
categories including entertainment, finance, retail, and insurance, among
others.
Key highlights of the report include:
A new metric to measure engagement on Facebook –
Exposure Rate
– which
looks at unique impressions in the context of desired target audience actually
reached
The ideal
Frequency Rate
for ads across Facebook platforms – once a user has
seen the ad seven times, there is a dramatic drop in engagement
How the
High Exposure/Low Frequency
combination translates to higher rates
of conversion
Performance models for the entire Facebook ad portfolio, and which types are
most likely to drive
High Exposure/Low Frequency
rates – such as Sponsored
Stories.
Bidding and targeting strategies that support
High Exposure/Low Frequency
rates to deliver higher ROI
"Social media has quickly become one of the preferred channels for brands,
and when done right, can foster meaningful relationships between brands and
consumers in ways that were never before possible," says Alan Osetek,
president of Resolution Media. "The purpose of this study was to define what
'doing it right' means in terms of measureable actions and outcomes, and
giving marketers a model for demonstrating effectiveness."
Sivan Metzger, general manager of Kenshoo Social adds, "With new channels
and ad formats come new tracking capabilities. And with new tracking
capabilities come new data points. With new data points come new insights.
And with new insights come new key performance indicators. This study is the
first in a series from Kenshoo and Resolution Media to surface KPIs and help
brands define a new measurement paradigm for improved social media
investments."
The complete report, entitled
Social Media Insights Part 1: Metrics That Matter
,
can be downloaded at www.ResolutionMedia.com/white-
papers/SocialMediaInsights or www.Kenshoo.com/SocialMediaInsights.
ABOUT RESOLUTION MEDIA
Resolution Media, an Omnicom Media Group company, is a leading digital
media agency with operations in 40 countries. Resolution specializes in all
areas of search, consumer behavior analysis and optimization across all digital
platforms.
ABOUT KENSHOO SOCIAL
Kenshoo Social delivers a global social marketing platform for advertisers and
agencies to achieve tangible business results as effectively and efficiently as
possible. Kenshoo Social is an operating unit of Kenshoo™, a digital marketing
software company that directs over
$25 billion
in annual client sales revenue.
Resolution Media Contact:
Isabelle Gauvry
Director of Public Relations, Omnicom Media Group
+1-917-435-6457
Isabelle.gauvry@omnicommediagroup.com
Kenshoo Contact:
Stacie Susens
Senior Director, Marcom and PR
+1-877-536-7462 x131
Stacie.Susens@Kenshoo.com