Facebook continued its efforts to help advertisers move beyond existing metrics and gain a true picture of their return on investment with Thursday’s introduction of a tool designed for telecommunications carriers and operators, Telco Outcome Measurement, pointing out in a post on its Facebook for Business page that its measurement team found that 90 percent of people who made purchases after seeing ads on the social network never actually clicked on the ad, and saying the new tool is a way to bridge that gap.
Facebook returns as a sponsor of Advertising Week, which is set for Sept. 23 through 27 in New York, and several executives from the social network will be featured on panels during the event.
This may not be what anti-advertising Facebook users want to read, but Head of Measurement and Insights Brad Smallwood believes the social network has plenty of room for more ads.
Ever since the company went public nearly one year ago, Facebook has been trying to prove to advertisers that it can provide real-world value. Brad Smallwood, Facebook’s head of measurement and insights, told attendees of the Advertising Research Foundation’s Re:think conference in New York that among 22 recent Facebook campaigns, with data from 70 million consumers, Facebook increased return on investment by 22 percent.
Up until now, online marketing has been intensely focused on the click. The main goal for ad companies is to get people click on ads, hoping that they can convert that into sales. Brad Smallwood, Facebook’s head of measurement and insights, spoke Monday at the IAB MIXX conference, sharing the company’s findings from a partnership with Datalogix in an effort to help marketers achieve success through the social network.
Facebook has compiled myriad data about what users are doing on the site. What about when they go to another corner of the Web? The company has partnered with Datalogix in an effort to see if people who see ads on the social network end up actually buying the products. There’s already a movement for the Federal Trade Commission to investigate the deal.