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.
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.
Facebook claims it is more powerful than TV in engaging ad audiences in emerging markets
