Facebook (News - Alert) is offering telecoms a tool so that carriers and operators can measure return on investment when it comes to advertising.
Called Telco Outcome Measurement, it goes beyond the number of clicks to actually look at what leads to sales.
“We have the ability to understand how the ads actually influenced the device that somebody had, and all of that data sits within Facebook,” Brad Smallwood, head of Measurement and Insight, told Reuters (News - Alert).
One noteworthy item is that some 90 percent of people who bought something after seeing ads on Facebook never clicked on the ad, according to Facebook.
“Telco Outcome Measurement taps into the aggregate, anonymous data Facebook possesses about users’ devices, operating systems, and carriers, enabling telecommunications companies to establish test and control groups with the aim of determining how ads on the social network lead to actions such as users switching devices or carriers,” according to a report from All Facebook.
In addition to return on investment, Telco Outcome Measurement can analyze adoption rates of devices or adoption rates of carriers by demographic groups. Another relevant topic is the kind of and frequency of ads which provide the best results.
One interesting finding is that ads for telecom carriers and operators which appeared in desktop news feeds were seven times more effective than right-hand side ads. Also, mobile ads were nine times more effective than desktop ads.
As of now, the Telco Outcome Measurement is available to telecom companies in nine countries, including the United States. It will be expanded to more locations soon.
No information about an individual user or an individual user’s identity is ever provided – all that is provided to Facebook partners is an aggregated, anonymous sales report, the social media site said.
Edited by Alisen Downey