Having success with your Facebook videos, but not sure who’s watching and where the extra views are coming from? Yes, we know — and, fortunately, Facebook has heard you.
Facebook is adding new reporting metrics that will give advertisers details on the demographic (age and gender) and geographic make-up of their viewers. Added to this, advertisers will be able to get a breakdown of views from Owned Page, Shares and Crossposting.
The new metrics are rolling out to all Pages over the next couple of weeks, and are available via export and the Facebook Insights API.
In related news, a survey of 300 US media execs by Advertiser Perceptions (on behalf of Trusted Media brands) produced good news for Facebook. Some 65% of respondents favoured spending digital video ad budget on social media (Facebook, Snapchat and Twitter) rather than YouTube (55%) and ad networks (29%), with 72% willing to spend on Facebook Live.
Why should you care?
More metrics are good, but it’s what marketers do with them that determine their worth.
Segmenting results by audience demographic and location will help in optimising video ad campaigns. And better understanding as to how and why videos are shared should help improve ad content and audience reach.
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Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.
