Facebook ‘Likes’ Television Advertising
When Facebook Really Needs Friends - They ‘Like’ Television Advertising
The Social Media Giant recently unleashed a massive television advertising campaign to rehabilitate their troubled brand.
The big question is “Why would Facebook use TV advertising to fix this mess instead of just advertising on, well, Facebook?” The last time many advertisers looked at television (just prior to buying ads on Facebook) they saw sensational headlines about how fewer people were watching television and that many millennials were “cutting the cord” or opting out of cable television so they could watch television shows through digital on-demand services like YouTube TV, Netflix, Hulu, Apple TV, Roku or Amazon Fire. If that was all true, why would Facebook advertise on network TV? It was a head-scratcher for me until I did a little research, and the answer is clearly based on demographics, trends, and trust.
In the interests of complete disclosure, I’m anything but an uninterested bystander in this conversation. A large portion of my time is spent telling home builders about the benefits of television advertising, even when the data I present seems to fly in the face of popular sentiment and press releases. I’ve seen Facebook advertisement spending explode in our industry, often to the dismay of those of us selling more traditional and well-documented forms of advertising media such as television or billboards. So when I saw Facebook commercials on television, you can be sure I sat up and took notice.
Most of the home builders that I work with are enamored with the under 35 demographic, but they make their money from buyers who are 30-55 years old. With the average new home price increasing significantly and mortgage rates on the rise, many under 30 buyers are simply getting priced out of the market or they’re considering less expensive pre-owned homes. They’re spending time on Facebook, but they’re not spending time in new home models. Buyers who are 35 years old and above are going to become even more important for many builders. Television will get your product in front of that critical demo, help them decide where to spend their money, and it will enhance all the other advertising that you do.
I’d recommend that every builder in the new home industry take a page from the Facebook playbook and start advertising on television to attract home buyers- and I’ve got just the place for those commercials!