Study Defines New KPI Model For Facebook Ad Effectiveness

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• Publié par: omnicom-media-group
• Nombre de lectures: 24
• Langue: 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.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

[phone]

[e-mail]

Kenshoo Contact:

Stacie Susens

Senior Director, Marcom and PR

[phone] x131

[e-mail]