After months of speculation and scuttlebutt Facebook has announced it will launch video ads in late April.
Video star?
Facebook announced it had partnered with a select group of advertisers to launch the new ad units.
The 15-second video ads will appear in the News Feed and begin auto-playing once a user scrolls over the ad. Videos won’t play sound unless the user clicks on the ad.
Measurement
Facebook will partner with Nielsen to measure audience engagement, with advertising rates based on Nielson's data.
To ensure quality control, Facebook is working with Ace Metrix to ensure each video ad meets benchmarks including watchability, meaningfulness and emotional resonance.
User concerns
Video ads have long been anticipated on Facebook, which is rumoured to be rolling out a similar product on Instagram.
While videos are one of the most shared types of content of Facebook, how users will respond to video ads remains unknown. Something Facebook seems to appreciate.
“We’ll roll out Premium Video Ads slowly and monitor how people interact with them. This limited introduction allows us to concentrate our efforts on a smaller number of advertisers with high-quality campaigns,” Facebook said.
We’ll all have to watch and see what happens next.
To find out more visit facebook.com/business/news.
If you enjoyed this article then subscribe FREE to the twice weekly SMK Digital Bulletin, click here now or visit www.smk.net.au/subscribe.
Also, click here download a FREE Social Media Policy Research Paper – worth $495. This FREE in-depth 17 page paper features insights from both communications and legal experts at the likes of: National Australia Bank (NAB), Edelman, Corrs Chambers Westgarth, Social@Ogilvy, SMK – Social Media Knowledge, The Victorian Electoral Commission. Or visit www.smk.net.au/downloads for details.
RECOMMENDED FOR YOU
[New Study] LinkedIn Engagement Up 44%
After almost a decade on the sidelines, LinkedIn is…
After almost a decade on the sidelines, LinkedIn is…
Meta Releases Advanced Generative AI Capabilities For Ad Creation
Meta is expanding its suite of creative tools with…
Meta is expanding its suite of creative tools with…
Meta Unveils Enhanced Lead Generation Guidelines to Bolster Campaign Effectiveness
Meta has recently updated its lead generation guidelines, providing…
Meta has recently updated its lead generation guidelines, providing…