Facebook chases TV dollars with video ads launch

Facebook chases TV dollars with video ads launch
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Facebook users will see video ads in their feeds after Facebook announced late last week that the format it has been testing since December have launched.

In company post the social network said it is introducing the 15-second video ads with a “select group of advertisers”.

Facebook said it is rolling out Premium Video Ads slowly and will monitor how people interact with them to “create the best possible experience on Facebook”.

Reports of Facebook’s push into video advertising surfaced in August last year when Bloomberg reported the 15-second spots would start at $USD1m to as much as $USD2.5m a day.

Local digital experts labelled Facebook’s plans to sell television style advertising as a “great move”. See B&T’s report here.

In the official blog post Facebook said: “Premium Video Ads are bought and measured in a way that’s similar to how advertisers already buy and measure ads on TV. The ads are bought based on Targeted Gross Rating Points to reach a specific audience over a short period of time. Delivery is measured by an independent third party, Nielsen Online Campaign Ratings (OCR), and advertisers only pay based on what Nielsen OCR measures.”

Facebook said it will judge each ad’s “watchability, meaningfulness and emotional resonance” through company Ace Metrix before the ads appear.

The ads will play without sound as it appears on screen and stop playing if users scroll past. If users tap on the video it will expand into full-screen with sound.

For a demonstration see Facebook’s official post here.

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