March 14, 2014
Facebook To Begin Rolling Out News Feed Video Ads
redOrbit Staff & Wire Reports - Your Universe Online
Following a short testing period that began last December, Facebook announced on Thursday that it is gradually rolling out its “Premium Video Ads" over the next few months, which will auto play in the News Feeds of its more than one billion members.The 15-second videos will begin playing without sound as they appear onscreen, and will stop if a member scrolls past the ad. However, if a user taps the video, the ad will expand into a full screen view and the sound will begin.
Facebook said members could expect to begin seeing the new ads in the Web and mobile News Feed within the next few months. The social network is initially working with only a small number of advertisers as it analyzes how members respond to the video ads.
Additionally, unlike the other Facebook ads, Premium Video Ads are being scrutinized for "watchability" before they reach a user’s News Feed.
The company said it is working with Ace Metrix to review the premium spots before they go live.
“Ace Metrix will allow us to objectively measure the creative quality of the video in the Facebook environment, and highlight performance indicators for advertisers such as watchability, meaningfulness and emotional resonance,” Facebook said.
“We’re taking this step in order to maintain high-quality ads on Facebook and help advertisers understand what’s working to maximize their return on investment.”
A successful rollout of video ads, which according to CNET cost advertisers between $1 million and $2.5 million per day, could prove lucrative for Facebook, and is part of the company’s mission to get big advertisers to view the social network as a better way than television for reaching target audiences.