Facebook just beefed up its video offerings for advertisers in a move that is clearly aimed at capturing more ad dollars. With video consumption going up on the platform, Facebook will now allow advertisers to purchase, and run ads exclusively on in-stream placements. In-stream ads are mid-roll breaks in long-form video content on Facebook; until now they were being bundled with regular video ad-space on the Newsfeed. However, the strategy to sell in-stream ads separately allows advertisers to choose better and have more control over their audience. It also enables Facebook to segment its ad offerings, and make them more TV-style. Also Read - Facebook smartwatch to feature cameras alongside fitness functions: Yes, detachable cameras!Also Read - What happens to your Facebook account after you die?
The new offering will be available across Facebook Pages and Facebook’s Audience Network. Facebook says that more than 70 percent of in-stream video ads up to 15 seconds are watched to completion most with sound on. Now, advertisers can sharpen their demographic targeting and avoid spillovers. “As we expand our range of video ad options, advertisers have told us they want more control over where their ads will appear in News Feed or in-stream during a video. Starting today, we’re giving advertisers the option to deliver their video ads specifically to in-stream placements in videos,” Facebook announced on its business blog. ALSO READ: Facebook to soon launch a dedicated app for video creators Also Read - WhatsApp Multi-device support confirmed, public beta rollout begins in two months: Mark Zuckerberg
This move stands to benefit smaller advertisers, especially those on the mobile, who were earlier compelled to buy higher-value bundled offerings. Moreover, in-stream ads are typically more effective. “In-stream ads are targeted and delivered to the right people at the right time, achieving an average on-target rate of 89 percent,” it said. An American television channel recently ran a campaign that measured brand outcomes on exclusive in-stream ads. The campaign generated an 11-point lift in ad recall, a 4-point lift in message association, and an average view through rate of 83 percent, the social networking giant revealed. ALSO READ: Facebook launches Watch , an exclusive platform for videos
Besides ads, Facebook is largely upping its video focus. It is now the most-consumed form of content on the platform. Last week, it rolled out a dedicated ‘Watch’ tab for videos to users in the US. Everything from news shows and quick comedy sets to viral videos will be stocked under Facebook Watch. Users also get an option to see what their friends are watching. Since early 2016, Mark Zuckerberg has led a concerted effort at making Facebook a video-first platform. “As video watching behaviors continue to change, we’ll continue to give advertisers more flexibility and control over their ad placements, and look for more ways to provide audiences with great ad experiences across devices, content types and ad formats,” Facebook stated.