Visual IQ: O2, Havas uncover true performance of Facebook advertising

Visual IQ, the leading provider of marketing intelligence software, has announced the results of a Facebook pilot programme for leading telecommunications company O2 and its agency partner Havas, the company said.

Visual IQ integrated previously untracked Facebook advertising impressions enabling O2 to measure the value of their Facebook investments relative to other digital channels, publishers and placements for the very first time.

Visual IQ announced its partnership with Facebook in September 2016 to help brands understand the performance of Facebook in combination with other advertising investments. Using Visual IQ´s multi-touch attribution capabilities, O2 was able to track consumer exposure to Facebook ads, including its Custom Audience ad placements, to understand the full effect of their Facebook ad spend on sales, how their Facebook ads impacted their other media, and how relevant their ads were to their target customers.

The Facebook pilot revealed remarkable results, enabling O2 to become the first brand to gain insight into how they should value Facebook relative to other marketing investments. In particular, the O2 and Havas teams saw the converter rate improve by 16% to as high as 123% when Facebook Custom Audience ad placements were used in combination with other digital channels such as affiliates, paid social and paid search.

Additionally, the pilot revealed the importance of people-based marketing and the efficiency gains driven by Facebook. When Custom Audience impressions were included in the broader tactical mix, O2 saw a 52% improvement in cost efficiency for new customer acquisition, and a 38% improvement for existing customers.

Visual IQ is a marketing intelligence software provider.