Following a three months beta period of testing Premium Video Ads, Facebook has finally announced the launch of these ads with a select group of advertisers. The 15 seconds video ad is designed for advertisers who want to reach a large audience with high quality sight sound and motion.
The ads will be measured in the same way as ads are bought and measured in TV. They are available to a select group of advertisers as of now, but will be soon expanded in the coming months. This is how the new format works:
- The video will start playing as soon as they appear on the screen, without sound. If you do not want to watch the video, you can scroll past it.
- The sound will play if you click or tap on the ad and play it in full screen.
- Towards the end, two additional videos featuring more content from the same advertiser will pop up.
- In smartphones, the video is downloaded in advance when the device is connected to Wi-Fi. This means, it will not consume additional data even if you are not connected to Wi-Fi at the time of playback.
The ads are based on TGRP to reach a specific audience over a short period of time and the delivery is measured by Nielsen On-line Campaign Ratings. Facebook is working with Ace Metrix to measure the creative quality of the video and highlight performance indicators for advertisers.
The social media giant has been trying its hands on introducing videos which come to life without having to click since last September. During the course, the social networking site witnessed a 10% increase in people who watch, like, share or comment on the videos. Facebook believes that the introduction of the same format to video ads is ideal for advertisers who want to make a large scale impact and engage people to their content by providing them compelling video experiences.