Facebook has revealed new data to show that it is a more powerful medium than television at driving advertising impact among audiences in emerging markets in Asia.
Aggregated research collected from 37 cross-media campaigns between 2013 and 2015 by Millward Brown shows that while 65 per cent of campaign spend went on TV, the medium delivered 51 per cent share of the impact, measured in terms of salience, association and motivation to buy.
By comparison, while Facebook claimed only seven per cent of media spend, it delivered 11 per cent impact, according to the data.
In terms of efficiency indexed against television, Facebook emerges as the top channel, ahead of out of home, online video and online display.
“Facebook is punching above its weight,” said Reynold D’Silva, a former Unilever marketer who is now group head for FMCG/CPG, high tech, telecom, media/entertainment at Facebook.
The social network pointed to research conducted by Omnicom Media Group and Epinion in September that showed the heavy use of smartphones while watching TV in Southeast Asia was mostly to “fill time during ad breaks.”
The research emerges a fortnight after Facebook’s third quarter results for the year revealed that Facebook mobile advertising revenue represented approximately 78 per cent of ad revenue, up from 66 per cent of ad revenue in the third quarter of 2014.
The company made $4.3 bn from advertising in Q3 2015 compared to $3bn over the same period last year – a 45 per cent increase.