That said, Facebook yesterday introduced new features for video ads on its website, which will allow advertisers to create content with a new approach. Facebook’s 100% in-view buying option is also now available globally. This means, according to Facebook, 100% in-view impressoin buying with verification from analytics provider Moat.
« Video advertisers that tailor their creative with visuals that get people to stop scrolling and watch will drive the best business results on Facebook« . To make sure that the captions are accurate, advertisers will get to edit and review them before posting the video ads.
An example of a Facebook captioned video ad by Kleenex. That is why video ads blasting out sound the second you reach them are frowned upon by consumers.
A analysis by Facebook discovered that eighty% of individuals react negatively when feed-based mostly cellular video ads play loudly, blaming the platform and the advertiser. Adding third party measurement to Facebook campaigns had been an issue for industry insiders.
You might not even notice video ads on your Facebook timeline these days, it’s relatively easy to ignore them once you know what to look for. A distinct study underlines that keeping users engaged in the video massively increases recall rates: they jump to 47 percent after three seconds of viewing and to 74 percent after 10 seconds. One of the biggest ways Facebook makes money is through video advertising. In that quarter, ad revenue represented 96% of Facebook’s total revenue and of that astronomical ad revenue, 80% came from mobile.
Videos are the sweetheart of advertisers, who seem to get more added value out of them, as banner ads are yesterday’s fad. So Facebook encouraged partners to « express your message visually » with captions, logos and products, pointing to a study that found « 41 percent of videos were basically meaningless without sound ». Here, Facebook gave the example of Seda Sunsilk ads, which utilized hair style tutorials to appeal to its target market of young Brazilian females.
Facebook also encourages users to employ ad sequencing to spread their brand message out. For Facebook, this might open the doors for a new type of user engagement.
It’s true, advertisers are still getting used to mobile video.