Facebook adds new mobile measurement tools

In a blog post, the company revealed that it had seen a 25% increase in the number of active advertisers on its site since February, and announced that it was working to “build the tools that advertisers need to reach people with relevant content on mobile and effectively measure the impact of their mobile campaigns”.

Four updates were announced, including the introduction of a total rating point (TRP) metric, which allows campaigns to be planned across TV and Facebook with a total TRP target in mind. A combination of Nielsen’s Total and Digital Ad Ratings measurement systems can then verify the TRP delivery for the combined media.

Facebook has also added brand awareness optimisation bidding, which is designed to help advertisers find the audiences most likely to recall their ads. It will be available next month as a limited release, with full availability in coming months.

The Facebook mobile polling solution, which was launched earlier this year, is now being expanded, following the announcement that Facebook is partnering with Millward Brown Digital on brand lift insights for Facebook and Instagram, allowing advertisers to conduct mobile polling on both platforms.

Lastly, it was announced that videos can now be added to the carousel ad format that was launched last year.