Facebook is unleashing its Premium Video Ads on the local market today, as well as in Brazil, Canada, France, Germany, Japan and the UK.
The social giant is introducing the ads with a limited group of advertisers in the seven markets today, following the auto-play video ads’ March launch in US.
Also launching today are the new video metrics which will provide insights such as video views, unique video views, average duration of video views and audience retention for all paid and organic videos uploaded directly to Facebook pages. The social network first announced the new metrics in early May. Click here for more.
Will Easton, managing director for Facebook Australia and New Zealand, said: “There is huge demand for premium video advertising in Australia and the launch of Facebook Premium Video offers brands new ways to engage the over 10 million Australian's that access Facebook each day.
“In addition, we are also launching a new measurement tool Video Metrics, which helps advertisers better understand how people respond to their videos on Facebook . In the coming months, we’ll be working closely with advertisers to deliver high quality video campaigns that create the best possible advertising experience."
The Premium Video Ads are 15-second in-feed spots that will start automatically playing without sound as they appear on screen. The videos will stop if people scroll past and expand into full-screen with sound if they are clicked on.
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.
Facebook said it is rolling out the videos slowly to monitor how their users respond.
“This limited introduction allows us to concentrate our efforts on a smaller number of advertisers with high-quality campaigns to create the best possible experience on Facebook. People can expect to begin seeing these new ads over the next few months.”
Video advertising has grown rapidly year-on-year, up 55.7% in the first quarter of 2014 compared to 2013, according to the latest IAB/PWC Online Advertising Expenditure Report.
Video advertising now accounts for 14.3% of the general display advertising category.