Attention is the beginning.
Interaction is the next step.
Meta advertising for NIS through campaigns focused on brand awareness and social media engagement.
Advertising platform
Brand Awareness
+ Engagement
In a feed full of messages,
attention is the first challenge.
Falcon Technology managed Meta campaigns for NIS on social media. The work included Brand Awareness (BA) and Engagement campaigns.
On social media, a brand first needs to earn a place in the audience’s attention. The content then needs to provide a reason to respond. We present the NIS project through these two distinct roles: BA and Engagement.
The first encounter
with the brand.
Objective: bring the message to the audience. BA campaigns are assessed through reach, impressions and frequency, alongside the cost of delivery.
Reach · Impressions · Frequency · CPM
From viewing
to responding.
Objective: encourage interaction with content. Engagement is interpreted through the type and volume of interactions and their cost.
Engagements · Cost per engagement · Interaction type
One brand.
Two ways to reach an audience.
Awareness and engagement require different approaches. BA gives a message visibility, while Engagement directs the campaign towards interactions. Together, they tell a broader story of brand presence, with each objective measured separately.
Visibility
How many people could see the message? How many times was the ad shown?
Engagement
How did the audience respond? What types of interaction did the campaign record?
Understanding
What do the figures mean for the campaign objective? Which period and scope do they describe?
Numbers with context.
A story with meaning.
Two objectives, two sets of metrics: reach and impressions for the BA campaign, engagements and cost per engagement for Engagement.
BA campaign reach
BA campaign impressions
Engagement campaign interactions
The BA campaign’s CPM. With 450,000 impressions and a reach of 180,000, average frequency was 2.5 impressions per person.
Average cost per engagement in the Engagement campaign.
The metrics belong to different campaign types. Reach is not added across campaigns, and engagement is different from the number of unique people or sales.
The right metric.
For the right objective.
Visibility. Reach indicates the estimated number of people, while impressions count ad displays. Measuring increased awareness requires additional research, such as a brand lift study.
Interactions. Total engagement should be broken down according to the report’s definition. Reactions, comments, shares and other actions have different meanings; interactions are not customer counts.
Results in context. We assess BA and Engagement metrics separately, in line with their objectives.
What could your brand
set in motion?
Let’s discuss Meta campaigns for your business.