It seems that neither Facebook’s recent updates to Pages and News Feed, nor its chief executive’s (Mark Zuckerberg) call to President Obama complaining about the National Security Agency’s surveillance, is newsy enough. Now, the social media giant has officially launched its Premium Video Ads, to help advertisers reach branding objectives on Facebook.
The company started testing its Premium Video Ads offering last December. The idea behind the new ads was to give businesses that want to reach a larger audience in a short space of time a new way to do it, with high-quality sight, sound, and motion capabilities. And now they can. Facebook will test the video ads with a selected group of advertisers. A video ad will look like this:
How do the video ads work? According to Facebook, each video is 15 seconds long and will start playing without sound. If users scroll down, the video will automatically stop; if users are interested in the video and further tap it, the ad will play in full screen.
Facebook will work closely with Ace Metrix, an advertising analytics company, to review and assess the content for each video ad before it’s displayed on this social media platform. In addition, the company will cooperate with Nielsen for measurement.
“Delivery is measured by an independent third party, Nielsen Online Campaign Ratings (OCR), and advertisers only pay based on what Nielsen OCR measures,” says Facebook.
The new video ad program will be rolled out in the following few months.
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The past week in digital was once again dominated by video: interactive videos on Facebook and Instagram, YouTube's live streaming and Amazon challenging Netflix.