Stand-alone Facebook In-Stream Video Ads Now Available

Facebook in-stream video ads are now available and advertisers can now place theses ads directly within live and on-demand videos on the ... Home»Blog» PaidSocial»Stand-aloneFacebookIn-StreamVideoAdsNowAvailable Stand-aloneFacebookIn-StreamVideoAdsNowAvailable byTaraJohnson|Oct31,2017|PaidSocial Earlierthisyear,Facebookstartedofferingadvertisersagoldenopportunity:toplacetheiradsdirectlywithinliveandon-demandvideosontheplatform. Dubbed“in-streamvideoads,”theybringvisibilityandROItoanewlevel. Accordingtothesite,“morethan70percentofin-streamvideoadsupto15secondsinlengtharewatchedtocompletion—mostwithsoundon.”Additionally,Facebooksaysin-streamadsdeliveranaverageon-targetrateof89percent. TVnetworkSYFYrecentlyusedtheadsandsawan11-pointjumpinadrecallandaview-throughrateof83percent—numbersanyadvertiserwouldbehappywithdayornight. Interestpiqued?Let’sdiveinandlookatthisnewadplacementinmoredetail. WhatareFacebookIn-streamVideoAds? Videoadsarenothingnewonthesite. Beforenow,marketerscouldrunstand-alonevideoadsthatplayedinusers’newsfeeds,butgiventhatmanynewsfeedusersaremid-scrollandonthego,viewershipratesaren’tashighasmostadvertiserswouldlikeontheseplacements. AccordingtoDigiday,notevenathirdofthesevideoadsisviewedfor2secondsormore. Andviewershipwiththesoundon?That’sevenlower. Butnewsfeedplacementswillstillbeavailableforvideoads,justwithin-streamplacementsthrownintothemixaswell.Advertiserscanoptforoneorbothplacements,dependingontheiruniquegoalsandtargetaudiences. Considerin-streamadslikeacommercialbreakforFacebookvideos.Putsimply,they’refive-to15-secondadvertisementsthatbrandscanplace“mid-roll,”whileusersarewatchingvideos–bothliveandon-demandones. Advertiserscanpickandchoosetheirtargetaudiencesforin-streamads,justastheywouldanyotherFacebookadplacement,andtheadwillbeplayeddirectlywithinthevideocontent,wheretheadvertiserchoosestoplaceanadbreak. It’simportanttonote:notallFacebookvideosareupforadvertisingspace.AccordingtoFacebook’sAdvertisingHelpCenter,“Onlypublishersandcreatorswhomeetstrictrequirementsareeligibletoplaceadbreaksintheirvideocontent.” HowDoIn-streamVideoAdsWork? Fromaset-upstandpoint,advertiserscanplaceFacebookin-streamvideoadsonbothFacebookandtheAudienceNetwork,whichincludeshundredsofsites,appsandotherplatforms.Advertiserscanalsooptimizetheirin-streamcampaignsforthefollowingobjectives: Videoviews Brandawareness Reach Postengagement Youcanalsointentionallyexcludeyourin-streamadsfromappearingincertainvideocategories,includingthoselabeled“DebatableSocialIssues,”“Mature”or“TragedyandConflict.” Thisisagoodoptionifyou’reworriedaboutassociatingyourbrandwithtouchysubjectsorscandal. Youcanevenblockyouradsfromappearingwithcertainvideopublishers,thoughthenumberofblocksyoucandoinoneyearislimited. Apparently,bytheendof2017,Facebookplanstogiveadvertisersa“publisherlist”whensettinguptheirvideocampaigns. Thelistswilldetailwhichsites,apps,articlesandvideopublishersanadmayappearwith–beforeyouhitthelivebutton. Billing,analyticsandreportingwillalloperatethesameonin-streamadsastheydofortraditional,newsfeedvideos.Therewillalsobetheoptiontoonlypayifavideoisviewedforatleast10secondsormore. FacebookIn-streamVideoAdsvs.YouTubeAds Atthemoment,Facebookin-streamvideoadsvaryfromYouTubeonesmostlyfromacontentstandpoint. Facebook’svideoshavehistoricallybeenshorter,bite-sizedandmoreshareable,whileYouTubeventuresintolonger,moreepisodicandoriginalcontent–somethingthatstatisticallylendsitselftomorefocused,sound-onviewership. WiththelaunchofFacebook’snew“Watch”platformthough,thosedifferencesareslowlygoingbythewayside. “Watch”isFacebook’sforayintotheworldoforiginalprogrammingandwillgiveusersaccesstostreamingTVshows,livesportingeventsandmorelong-formvideocontentthatadvertiserscancapitalizeon. Presumably,as“Watch”growsoverthecomingmonths(it’sstillinlimitedreleaserightnow,)itwillexpandthein-streamadvertisingspacethat’savailableexponentially–bothinvolumeandinvariety. ThiswillallowtheplatformtocompeteevenbetterwithYouTube,Huluandotherstreamingappscurrentlyonthemarket. 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