The Impact of Facebook Advertising

Did you know half of the effect of your Facebook advertising can go unnoticed when not using the proper measurement techniques?

Share of Telcos’ Media Spend 2018

Although the share of media spend on Facebook among telecom providers is lower than spend on other media channels in 2018, this share is growing yearly. So what does this spend on Facebook deliver? Multi-touch attribution (MTA) can only account for direct click-outs from Facebook ads, but every marketer knows impressions matter.

Measuring Facebook with Media Mix Modelling

We used our custom media mix model to analyse the impact of Facebook advertising on sales and revenue of Dutch telecom providers. We measure the direct effect of Facebook ads, but also measure the indirect effect on other channels. This indirect effect, though crucial, is often ignored and the effect of Facebook ads is undervalued.

Media mix modelling (MMM) can capture this indirect effect, so we provide six recommended best practices for successful media mix modelling. Combining MMM with MTA in a unified model ensures that we don’t lose granular information wherever it is available.

Download the whitepaper to find out more about modelling media mix and unified models and learn how effective Facebook advertising is in driving key outcomes for the Dutch telcos!