In order to understand the value of a Facebook ad impression, Nielsen analyzed over six months of survey data from 800,000 Facebook users in response to more than 125 Facebook ad campaigns from 70 different brand advertisers.
The study — after analyzing reach via impressions and effectiveness of impressions — concluded that earned media and social advocacy contributed to Facebookers being much more likely to notice ads, absorb their content and make purchases.
Nielsen recommends the following tips for advertisers looking to capitalize on their data:
- Start with engaging homepage impressions; these will drive more organic impressions and the engagement rate goes up as the organic impressions go up.
- Buy paid media on social networks; it’s the catalyst for more earned media.
- Balance reach and frequency across homepage, social, and organic impressions.
Read the full report for even more information and tips on how to leverage earned and paid media on Facebook.