SocialSocial MediaClorox Tests Facebook’s Video-Ads-for-Credits Platform

Clorox Tests Facebook's Video-Ads-for-Credits Platform

Gamers can earn credits by watching "Green Works" spots.

Clorox is among the first brands to offer Facebook Credits in exchange for video ad views as part of a new program on the social networking site. Through the initiative, announced on May 6, Facebook users can now earn Credits for virtual gaming and Facebook Deals purchases by watching a video spot.

Clorox’s ad can be seen by Facebook gamers who play “Happy Aquarium” or “Happy Pets,” according to TrialPay, a Mountain View, CA-based ad network that enables the credits-for-video-views feature via its DealSpot system. The :60 spot (see screen grab below) pitches the Oakland, CA-based CPG brand’s “Green Works” natural cleaning products.

cloroxad

The video ads are being distributed via Facebook-partnered developers SocialVibe, Sharethrough, EpicSocial, and SupersonicAds. Molly Heintz, spokesperson for Los Angeles-based SocialVibe, told ClickZ about how the ad buys will be orchestrated with marketers.

“It’s part of their cost-per-engagement buy that we negotiate with an ad agency or directly with the brand,” she said. “The cost of the Facebook Credits is rolled into that negotiated price.”

Typically, Facebook Credits are worth 10 cents. A campaign’s end cost will likely depend on each developer’s suite of offerings, Heintz explained. SocialVibe, she said, has ongoing relationships with agencies like Saatchi & Saatchi, Mindshare, Digitas, Starcom MediaVest, and Deep Focus. While it hasn’t enabled the video-views-for-credits system yet, Heintz said that moment is coming soon.

“It’s important to note that we also offer polls, games, and share features,” she said. “So, we won’t charge on video views alone. We charge on completed engagements. A brand will come to us and say, ‘We want X number of engagements.'”

When asked about the potential for user abuse and driving up a campaign’s cost, Heintz said, “Our technology only allows one engagement per user per campaign. If you try to watch it twice, it will say, ‘You’ve already completed this activity.'”

Kindra Wilson, spokesperson for TrialPay, also mentioned that mechanisms were in place to stop clickbot-styled sabotage by brands’ competitors. The icon offering the chance to watch the video and earn the credit will appear until the user has completed a view, she said.

Related Articles

Seeing the trees for the forest with paid social

Social & Community Seeing the trees for the forest with paid social

3w Mike O'Brien
A guide to five Facebook ad types that will reach your marketing objectives

Display Advertising A guide to five Facebook ad types that will reach your marketing objectives

2m Tereza Litsa
How to use Facebook Insights to track the success of your social strategy

Analytics How to use Facebook Insights to track the success of your social strategy

4m Tereza Litsa
What Facebook's big bet on AR means for brands

Mobile What Facebook's big bet on AR means for brands

7m Al Roberts
How to handle negative reviews and manage your brand's reputation

Community Management How to handle negative reviews and manage your brand's reputation

8m Chris Camps
Facebook goes after clickbait headlines - five tips to maintain reach

Content Marketing Facebook goes after clickbait headlines - five tips to maintain reach

5m Tereza Litsa
The best Facebook marketing strategies for 2017

Social The best Facebook marketing strategies for 2017

7m Tereza Litsa
How to use Facebook mobile ads as an "interest indicator" to drive conversions

Display Advertising How to use Facebook mobile ads as an "interest indicator" to drive conversions

7m Sana Ansari