Facebook Looks To Take Over TV Advertising

Facebook Inc FB kicked off Advertising Week on Sunday by unveiling a new set of tools for advertisers that are designed to appeal to brands that typically spend on TV spots. The social media site said that its latest offerings will help firms make an impression on their customers and evolve alongside consumers.

While Facebook has proven to be a valuable platform for online advertising in the past, many wonder if firms will be willing to transition from TV to mobile just yet.

Related Link: Instagram Ads Have Huge Potential For Facebook

Changing Landscape

Facebook has become the most popular app among mobile phone and tablet users, making it a good place to start for firms who want to reach millennials and expand their online marketing efforts. Now that people are spending more time on their phones than they do watching TV, advertisers are beginning to look at new ways to get in front of their customers. However, online advertising has typically focused on click and buy metrics, something that firms like The Coca-Cola Co KO aren't interested in.

Instead, such big names are looking to communicate a brand message or feeling to those that view their ads. Facebook says it has reworked its advertising tools to allow firms to communicate those messages to users in a way that is more efficient and meaningful than they could using TV alone.

Targeted Ads

With ratings firm Nielsen on board as a partner, firms can measure the impact of their Facebook ads in order to get a better picture of how their customers are receiving their message. Firms can use Facebook's huge pool of data in order to target specific customers in a way that TV ads can't. While a commercial can play during a show that attracts mostly female viewers between 18 and 35, a Facebook ad can be pushed out to female viewers between 18 and 35 who recently showed an interest in buying a new bike or recently visited a specific website.