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Facebook Presses Play on Video Ads

Posted on 3.17.2014

Facebook is letting brands get more creative with their advertisements, as the social network is rolling out a Premium Video Ad offering.

Facebook has been testing the new ad format since Dec. 2013, and is now introducing the first round of Premium Video Ads to a select group of advertisers. According to the social network, Premium Video Ads are designed for brands that want to reach a large audience with “high-quality sight, sound and motion.”

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“Each 15-second video ad will start playing without sound as it appears on screen and stop if people scroll past,” the company’s blog posts states. “If people tap the video, it will expand into a full-screen view and sound will start. People can expect to begin seeing these new ads over the next few months.”

It is important to note that the new ad format is bought and measured in a similar way to how advertisers already buy and measure ads on TV. For instance, the ads are bought based on Targeted Gross Rating Points to reach a specific audience over a short period of time. Moreover, the delivery of the ads is measured by Nielsen Online Campaign Ratings and advertisers pay based on what Nielsen OCR measures.

In order to ensure the quality of the Premium Video Ads, Facebook is working with a company called Ace Metrix to evaluate how engaging the creative for each ad is prior to it being published on the social network. According to Facebook, Ace Metrix will measure the creative quality and identify performance indicators, such as watch-ability, meaningfulness and emotional resonance. Facebook also notes that Premium Video Ads are being rolled out slowly, so that the social network can monitor how people interact with the videos and make sure the campaigns stay high-quality and don’t interrupt the user experience.


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