Matthew Idema, Director of Product Marketing at Facebook, described some of the solutions available to enhance value for advertisers, designed around specific campaign objectives. He explained how research and measurement tie back to product decisions. It starts with understanding the value they are trying to create, measuring real outcomes, then learning and optimizing the ad product. They are the primary users of the measurement tools and they improve products based on the measurement results. As an example they created an experimental platform to allow marketers to run lift tests.
They also recently released research with Nielsen on measuring the value of video. They found that the majority of the value is achieved in less than 10 seconds, across different metrics like ad recall, brand awareness, and purchase intent.
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