Case Study: Facebook boosts ad recall with Toluna creative testing

Facebook lifts ad recall by 6.5 points with Toluna

Facebook, a leading advertising platform, needed to understand what makes a successful ad across its various products to advise its clients on maximizing ROI. To develop best practice guidelines for its new In-Stream environment, it turned to its long-standing research partner, Toluna, for a creative meta-analysis study.

Toluna developed a custom platform that replicated Facebook's In-Stream viewing environment to test different creative variables. The analysis identified key best practices, and Facebook found that ads following Toluna's recommendations saw a 6.5 point ad recall lift on average compared to those that did not, demonstrating a direct impact on in-market performance.

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