This document discusses how TV advertisers are seeing Facebook as a competitor. It notes that while Facebook has a large reach, the online world is fragmented with many websites. However, Facebook's daily potential gross rating points (GRPs) of 1,659 for adults aged 15-44 comes close to competing with television's daily GRPs. The document argues that impressions on Facebook should be considered similar to GRPs for television. It suggests that combining television advertising with online advertising on Facebook could provide additional reach beyond either medium alone.

2. Why TV advertisers may
see Facebook like this"
November 2012
2!

3. To be clear from the start:
This is about large scale marketing
3!

4. Byron Sharp !
How brands grow. What marketers don’t know.!
Melbourne, Oxford University Press, 2012.!
4!

5. Out of « 7 simple rules for
marketing » p. 201+!
!
Reach all consumers of the
brand’s service/product category,
both with physical and marketing
communication.!
[…]!
Reach across geographical
space, time and situations. Avoid
going « off air ».!
!
5!

6. Frequent question:
Where is the consumer ?
6!

7. Where is the consumer ?"
% daily
reach
80
Internet
70
Commercial
60 TV
50
40
30
20
10
Shoppers 18-44 years light or non TV viewers
0
2007 2008 2009 2010 2011 2012
Plurimedia
survey
7!

8. 0
50
100
150
200
250
300
350
FACEBOOK.COM
SKYROCK.COM
RTBF.BE
ESPRIT.BE
NECKERMANN.BE
CENTEA.BE
KETNET.BE
JETAIRFLY.COM
Page
views
MM
ANTWERPEN.BE
TORFS.BE
GARMIN.COM
VVKSO.BE
CALLOFDUTY.COM
ASADVENTURE.COM
LEMONDE.FR
VINDEN.BE
(w/
history)
SOONNIGHT.COM
ROJADIRECTA.ME
KEYTRADEBANK.COM
TELECHARGEMENTZ.ORG
FNAC.BE
Cumul
PAROLES-­‐MUSIQUE.COM
IK.BE
SUBTITLESEEKER.COM
SODEXO.COM
(w/
history)
TRAVELAGENCY.TRAVEL
LOGMEIN.COM
IMMOTHEKER.BE
LOTTO.BE
HANDELSGIDS.BE
TOURING.BE
REDDIT.COM
SPORTPALEIS.BE
WIX.COM
VIAMICHELIN.COM
BREAK.COM
(w/
history)
Popula7on
15+
Jan-­‐Sep
2012
CURSE.COM
1307.BE
PROBOARDS.COM
ASOS.FR
GORILLAVID.IN
AUDI.COM
(w/
history)
HEMA.NL
Iden2fied
websites
(2000
domain
names)
ISSUU.COM
ANIMALS-­‐EXPRESS.COM
ABABYONWEB.COM
PIZAP.COM
BAYFILES.COM
MIJN-­‐TV-­‐GIDS.BE
SCHOOLPLATEN.COM
STARTPINS.COM
TWENGA.FR
SEAT.BE
HOSTINGPICS.NET
BLOGCU.COM
DISNEYINTERNATIONAL.COM
(w/
history)
ARCHIVE.ORG
FIXYA.COM
(w/
history)
KIESKEURIG.NL
EPSON-­‐EUROPE.COM
AUTOBLOG.COM
NOSTALGIE.BE
AUTO55.BE
SYTES.NET
PHONANDROID.COM
WAATP.NL
EXTPDF.COM
YFROG.COM
SURFPLAZA.BE
FILMTOTAAL.NL
ANYGATOR.COM
COOLSPORT.TV
ECLECTICSITE.BE
CHARTSINFRANCE.NET
(w/
history)
PRANKVIDZ.COM
PUSHPLAY.COM
COQUINISSIME.COM
STARTPAGINA.BE
USAFIS.ORG
ONZETAAL.NL
±
298
mio
«
Long
tail
»
Yes but… Internet is a fragmented world !"
±
471
mio

9. Although one URL clearly stands out
Adults 15+! <45 years!
Long
tail
Long
tail
Facebook
33%
Facebook
37%
22%
25%
Google.be
8%
Google.be
8%
Youtube
4%
Youtube
5%
Live.com
3%
Other
Live.com
Other
Google.com
named
3%
named
1%
websites
Immoweb
websites
1%
(1995)
(1995)
25%
25%

10. Reach becomes competitive compared to TV"
%
reach
on
adults
15+
%
commercial
reach
on
adults
15+
86,5
61,7
36,9
21,3
Daily
Weekly
Daily
Weekly
%
reach
on
adults
%
commercial
reach
on
<45
years
adults
<45
years
80,4
49,2
48,6
29,0
Daily
Weekly
Daily
Weekly
CIM
TV
Arianna.
Jan-­‐Sep
2012
All
adver7sing
Jan-­‐Sep
2012

11. Complementary profiles"
Online TV advertising
Web Facebook
Male
Male 250
250
200
200
Female 55+ 150
Female
150
100
100
50
50
0
55+ 0
15-24
45-54 15-24
45-54 25-34 35-44 25-34
35-44
CIM
TV
Arianna.
Sep
2012
All
adver7sing
Sep
2012
11!

12. Forget about silos"
« Impressions »
or « Page views »…
AKA gross contacts
… are basically the (only)
ingredients for GRPs
12!

13. Simple translation"
On a daily basis!
70 million page views
"on 15-44 years!
compared to a target group of
!4,2 million people !
therefore potential GRPs =
"1,659"
!
(70 M/4,2 M *100) !
13!

14. So the competition gets clearer"
Daily potential GRPs Daily actual GRPs (20")
2.454
1.659
1.646
1.101
Adults
15+
<
45
years
Adults
15+
<
45
years
CIM
TV
Arianna.
All
adver7sing
Jan-­‐Sep
2012
Jan-­‐Sep
2012
30
"
equivalent
GRPs
converted
to
20"
14!

15. Video may be « king of the world »"
15!

16. Especially if
broad reach
is there !
All
Fans
&
Friends
of
fans
All

17. And this may help as well"

18. Let’s now assume 1 GRP = 1 GRP"

19. Detecting the added
reach value of Web
with television
advertising!
!

20. Substitution scenario
considering GRPs equal"
Net reach%
80 71,6
70 65,4
60
50
Online (FB)
40
Duplicated
30
TV
20
10
0
TV only schedule 10% GRPs online
300 GRPs 300 GRPs
or 12,7 MM impressions or 12,7 MM impressions
Average frequency = 4,6 Average frequency = 4,2
Target
group:
15-­‐44
years
na7onal
20!

21. But is it true ?"
Potentially
close to the No direct interactivity
brand page
Cluttered
Few clutter
environment
(video)
User
initiated
Intrusive
« My » space Shared
environment

22. Out of « 7 simple rules for
marketing » p. 201+
Understand who buys, when and
how the brand fits into their life.
Distinctive brand assets are so
important because these
descriptive memories facilitate a
brand being noticed.
[…] distinctive brand assets make a
brand salient.
!
22!

23. 23!

24. THANK YOU !"
24!