Facebook is trying to offer more tangible value to marketers who utilize video, adding a call to action prompt to page-posted videos that allows viewers to get more information about a company or product after viewing the video. The company is also allowing marketers to optimize campaigns based on reach and frequency — taking a page from the way advertisers buy television ads.
Marketers can also optimize ad campaigns for video views.
Facebook wrote about the new capabilities available through video:
Advertisers will also be able to encourage people who have viewed their videos to view additional content with two new solutions.
First, advertisers who work with a Facebook account representative can work with us to create audiences of people who have already watched their videos. Ads can be created for those specific people, helping to move them from awareness to affinity and consideration.
A second way advertisers can encourage people to engage more deeply with their brand and products is by adding a call-to-action inviting people to learn more and visit a destination of their choice, like a specific page on a website, after viewing the video.
Facebook is also taking a cue from television, allowing marketers to optimize and control campaigns based on reach and frequency:
Traditional broadcast ad campaigns are planned and bought by focusing on the number of people an advertiser can reach and how many times that advertiser can reach them. Today we’re also introducing the ability for advertisers with Facebook account representatives to predictably reach a significant number of people and control message frequency.
Now, advertisers who utilize Facebook’s reach and frequency buying will be able to predictably manage audience sizes and the number of times their ads will be shown to those audiences.
Readers: What do you think of these new ad features?
Image courtesy of Facebook.
Facebook deepens video capabilities, allows advertisers to go for reach & frequency
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