As Facebook continues to allow for interactive and targeted storytelling in ways more traditional forms of marketing can’t, advertisers are increasingly turning to the platform for their brand marketing efforts.
We want to ensure that marketers interested in awareness, affinity and brand lift have even better tools to build creative brand experiences for people on Facebook. In the coming weeks we’ll begin rolling out expanded video capabilities and reach and frequency buying capabilities.
Expanded video capabilities
Video on Facebook combines the power of sight, sound and motion with unparalleled reach, mobile engagement and fine-grained targeting capabilities. Following the introduction of new video metrics
and our Premium Video Ads
, we’re announcing new ways advertisers can reach and engage people with our standard video ads.
For advertisers who specifically want to drive video views, ‘video views’ will be a new objective to choose from when they create a campaign in our ads create tool, Power Editor and the API. Facebook will automatically optimize these ads to be shown to the people most likely to view videos on Facebook, across devices and across target audiences.
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.
According to Facebook product manager Fidji Simo, “Advertisers have already been seeing great success with our video ads on Facebook, both with our regular video ads as well as Premium video ads. With these new enhancements, marketers can take people on an even deeper journey with their brand, by encouraging people to take an action right after they’ve watched a video, and sending them a targeted brand message later 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.
“We are excited by the capability to precisely align Facebook media delivery with the reach and frequency levels that deliver business results for our clients. We look forward to continued partnership with Facebook to make buying easier and more effective; reach-based planning is an important piece of this,” said Kevin Lange, SVP, Social Media, Starcom MediaVest Group.
And because Facebook targeting is based on real people and not cookies (or other identity proxies), we can more accurately control the reach and frequency across devices to better help advertisers achieve their business goals.
The new features for video on Facebook, as well as reach and frequency buying, will roll out to advertisers globally in the coming weeks.