What is the best measurement solution for this?

Topic 12, Facebook Measurement

Your client is running a marketing campaign both on TV, Facebook, and Instagram.

They plan to run a campaign for 3 months and spend $50,000 online, plus $100,000 on TV placement ads.

Your client wants you to propose a method to better measure the reach of the campaign to a specific audience. They also want delivery recommendations to optimize the impact that the campaign is having.

What is the best measurement solution for this? Choose only ONE best answer.
A . Nielsen DAR
B . Nielsen TAR
C . Audience Insights
D . Millward Brown Brand Lift
E . Nielsen Brand Lift

View Answer

Answer: B

Explanation:

Here is a full list of all the different measurement solutions you can currently run through one of Facebook partners.

It’s key to understand how each solution fits for different cases.

Audience Outcomes – Facebook Partners

✑ Nielsen DAR: Measures campaign reach across Facebook, Instagram, and other publishers.

✑ Nielsen TAR: Measures campaign reach across Instagram, Facebook, and television.

✑ Viewability Verification Partners: Verifies viewability metrics for Facebook and Instagram through best-in-class viewability partners.

Brand Outcomes – Facebook Partners

✑ Nielsen Brand Lift: A Nielsen product created to measure the impact of Facebook media on brand perceptions.

✑ Millward Brown Brand Lift: A Millward Brown Digital product that is designed to help marketers quantify the results of their advertising on Facebook and Instagram.

Sales Outcomes – Facebook Partners

✑ Partner Lift: Facebook’s Partner Lift integrations leverage best-in-class vendors to measure lift in sales using partner-based ROI measurement solutions.

✑ MTA Partner Program: Facebook offers an MTA Partner Program that enables multi-touch attribution (MTA) partners to provide people-based MTA reporting across all publishers, including Facebook.

✑ Marketing Mix Modeling (MMM) Partners: Enable partners to better measure and compare the effectiveness of advertisers’ marketing channels in terms of contribution to sales, efficiency, and ROI.

✑ Mobile Measurement Partners (MMPs): Work with one of our Mobile Measurement Partners to see aggregated reporting across multiple ad networks, powered by Facebook attribution data.