Some months ago, we reported that Facebook was testing a video ads solution for brands. The social network had promised that video ads would also be optimized for mobile with auto play functionality enabled. According to the analysis they had performed back then. automatic playing functionality in newsfeed reported more than 10% increase in people watching, liking, sharing and commenting on videos.
A few hours ago, Facebook officially announced that they are now rolling out this new functionality. Starting today, the social network introduces these ads on Facebook with a select group of advertisers. The videos will start automatically – with no sound whatsoever – and will have a duration of 15 seconds. Autoplaying will cease when user scrolls down the screen. In case the user taps the video, then it will enter full screen mode with sound.
The whole ad buying service will work in a similar manner to what happens now on TV and all measurements will be performed by an independent organisation – in this case Nielsen Online Campaign Ratings (Nielsen OCR). The total cost for advertisers will derive from these stats.
However, it seems that Facebook wants to do it right this time. In their post, they admit that they may not have all the necessary expertise to evaluate the creative quality of the video. For this reason, they are partnering up with Ace Metrix which will help them towards this direction.
Facebook is taking small steps towards this completely new feature. They will gradually roll out this new feature in order to make sure that everything will work as expected. As Susan Buckner, Product Marketing Manager, stated:
We’ll roll out Premium Video Ads slowly and monitor how people interact with them. 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.
Do you think this new feature will cut the share of TV Ads? How do you find this Facebook move?
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