Facebook Wants To Be Like TV
Facebook Video Ads are on the way. Remember back in December 2013 when Facebook started testing 15-second video ads. That experiment never came to fruition as the roll out was pushed back many times. But it’s ready to go now and users will begin to see video advertising in their News Feed in the coming months.
As with any other major advertising roll out, Facebook is offering video ads to a “select group of advertisers.” So major brands and international advertisers are right now producing compelling, engaging, and sharable video content for us all to see and share on Facebook.
What Are Premium Video Ads on Facebook?
If you want to reach your targeted audience using high quality visuals, sounds, and motion, Facebook’s new 15-second premium video ads are for you. The entire user experience sounds very cool.
Your 15-second ad will start to play without audio as it appears on the users screen. The video will stop playing if users scroll past it. If it’s engaging enough for users to tap on it, the video will expand to full-screen and audio begins.
“Premium Video Ads are designed for advertisers who want to reach a large audience with high-quality sight, sound and motion. Each 15-second video ad will start playing without sound as it appears on screen and stop if people scroll past. If people tap the video, it will expand into a full-screen view and sound will start. People can expect to begin seeing these new ads over the next few months.”
Advertisers will buy these premium video ads the same way they buy television ads. Tracking and measurement will be the same as television advertising as well. In a blog post published March 13 2014, Facebook said premium video ads will be sold based on Targeted Gross Rating Points to reach a specific audience over a short period of time.
Premium Video Ads Quality
Facebook wanted to ensure that these premium video ads are produced as good content – “as good as other content people see in their News Feeds”. They teamed up with Ace Metrix, a television advertising analytics company, to help them review and assess how engaging the creative is for each ad – before it appears on Facebook.
Facebook says there are taking these steps in order to maintain high-quality ads on the social platform and help advertisers understand what’s working to maximize their ROI.
I’ve previously written that short form video will be a major factor in content marketing strategy in 2014. Facebook obviously believes this as well. First with Instagram video and now, for advertisers, with 15-second premium video ads.
Brands will now have a brand new, hip, and engaging way to connect and reach people on Facebook. I can wait to test these out.
Facebook has a video demo of these premium video ads that they won’t let me embed here.
Thanks to the power of outbound links, you can view the demo and more info on Facebook premium video ads here or just click the image above.
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