Facebook is Testing Premium Video Ads
Facebook recently began testing a new advertising option, video ads. Premium Video Ads are meant for advertisers who want to reach a large, yet targeted audience, with high-quality video. These ads will have the auto-play feature like other Facebook videos and will last for 15 seconds. Facebook’s auto-play (similar to Instagram) does not include sound unless the user presses the sound button. This helps to make the ad less invasive.
How much will Premium Video Ads cost?
The plan is that these new video ads will be handled similar to how ads are bought and measured on TV. To reach a desired audience in a short amount of time, targeted gross rating points (TRPs) will be considered and used when purchasing ads.
Additionally, Neilsen Online Campaign Ratings (OCR) will measure the delivery of these ads. Advertisers will pay according to the OCR measurement for their campaign.
Does this mean we’ll see cheesy ads?
Most likely not. According to a statement from Facebook, these ads will be reviewed for quality purposes first. “To make sure Premium Video Ads are as good as other content people see in their News Feeds, we’re working with a company called Ace Metrix to help us review and assess how engaging the creative is for each ad — before it appears on Facebook. 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. 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.”
What does this mean for businesses?
Currently, advertisers may sponsor page posts, Facebook Pages, web links, apps, events and offers. The placement of these ads could be on the News Feed, Right Hand Side or Mobile News Feed. The cost per click (CPC) and cost per impression (CPM) on Facebook is relatively low compared to most major media, making it an ideal place for all advertisers to advertise.
The introduction of Facebook Premium Video Ads is an exciting thing as it provides another way that advertisers can reach a grand audience. However, will the complexity of TRPs and ORC be too much for businesses without a designated media person? For now we will have to see what happens with the platform after the testing phase is complete.
Why does Facebook push advertising?
Since Facebook went public they have pushed advertising more and more to page administrators. They even introduced an updated ads manager to make it easier to create new ads. By going public, Facebook now has to prove that investors have made the right decision to invest with them by turning a nice profit.
Page post reach has dropped significantly as Facebook continues to rework its news feed algorithm. The claim is that there are about 1,500 pieces of content, on average per user, that request to be displayed in the news feed. So Facebook has to cut out what is not “of value” to the individual user. Of course, when your posts reach less than 10 percent of your fans, Facebook’s solution is to advertise. We put together a list of ways you can increase your Facebook reach, without necessarily digging deep into your pockets.
Netwave Interactive Marketing of NJ manages social media for many of our clients. We help them determine which social networks are appropriate, monitor activity and manage the day-to-day interactions. We are also experienced with Facebook advertising. Let us tell your story. Contact us for a custom recommendation and estimate.