A while ago we brought you the news that Facebook was introducing TRP buying to appeal to advertisers who wanted to buy video ads on the platform in very much the same way as they buy TV ads. This has apparently caused an explosion of Facebook video ad spend, to surpass ad spend on photo ads.
According to a report by one of Facebook’s Marketing Partners – SocialCode – Q3 of 2015 has been a very important time for video ads on Facebook, as spending on video ads among consumer brands accounts for 29% of their advertisers’ budget for Facebook, a figure which has more than doubled since Q3 of 2014. In their report, SocialCode explain that the surge is most probably a result of TRP buying – making it much easier for advertisers to support their TV campaigns through this type of buying.
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During the first three Qs in 2015 video ad spending was 206% more than what it was in 2014! Link posts still lead the way, but photo ads are down over 40% from last year! What is your experience with TRP buying on Facebook Ads? Do you think this increase is warranted, or even logical?