Facebook is promising ads that are more like targeted TV commercials that will not be spam. Now this sounds like a tall order but if anyone can do it, it’s Facebook. This targeted form of video marketing may just be the future of advertising on mobile.
Here are some more details on what Facebook is rolling out:
Nothing much has changed from the version it’s been testing in users’ feeds since December. The 15-second ads still start playing automatically, without sound, as soon as they come onscreen. Tapping on an ad expands it and makes it start over from the beginning, with audio.Most interesting, perhaps, are the measures Facebook is taking to make sure the new ads, which reportedly will cost marketers as much as $2 million a day, don’t strike users as spammy:
“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.”
Facebook has been priding itself on a more custom approach to marketing on their social networking platform.
Do you think Premium Video Ads are the future of video marketing on mobile?