Facebook's one and a half billion monthly active users give it just as big an audience as television networks, and now the social network is going after advertisers who have relied on the 30-second spot.
The company is launching new tools for ad deployment and measurement that speaks Madison Avenue's TV-centric language.
Facebook is kicking of Advertising Week— a series of panels, speakers, and meetings between agency and brand execs—by unveiling a slew of new tools that target brand advertisers. This particular group is interested in impressions rather than direct response advertisers, who are trying to drive consumers to click-through and buy.
The social network also announced a new stat; it now has 2.5 million active advertisers on the platform, 25 percent more than in February.
Now, Facebook plans to use the language and currency of TV to sell ads to them. The company is introducing a way for advertisers to use Target Rating Points— as in TV ratings—as the metric with which they plan, buy and measure the success of those ads.
Nielsen is coming on as a partner to verify Facebook's delivery of ads to the target audience, and Nielsen's new Target Ad Ratings system can verify the total ratings point delivery for Facebook and TV combined.