Facebook introduces new features for video ads

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Screen Shot 2016-02-11 at 8.10.52 am.jpgThe faster an advertiser communicates their message the better. That’s why Facebook is introducing new features for video ads to capture viewers’ attention, including captioning for sound-off videos and other updates.

The new tool generates captions for video ads and delivers them to the advertiser within the ad creation tool to review, edit and save to their video ad. Facebook research found that when feed-based mobile video ads play loudly when people aren’t expecting it, 80% react negatively, both toward the platform and the advertiser. By including captions, advertisers can increase video view time by an average of 12%.

Facebook will also be adding more reporting and buying options for video ads:

New Metrics: advertisers are now able to see the percentage of people who have viewed their videos with sound in Page Insights and will soon be able to see this metric in Ads Insights too.

Moat Integration/In-View Buying: These two products that Facebook announced last fall are now fully available globally.

For examples of great creative, check out Kleenex’s, Sunsilk’s and Absolut’s video ads.

 

Says Matt Idema, VP of monetisation product marketing: “Numerous studies and campaigns have made it clear that capturing people’s attention at the very beginning of a video is the most effective way to advertise in a mobile feed environment. Video advertisers that tailor their creative with visuals that get people to stop scrolling and watch will drive the best business results on Facebook.”

 

Says Mark D’Arcy, chief creative officer, Creative Shop at Facebook: “The best marketers are storytellers and they’ve always adapted their work to fit the most important medium of their time. Right now, that’s mobile video. And great mobile video is not about demanding people’s attention it’s about deserving it.

 

“Creatively, mobile video draws on the craft skills and experience we’ve developed as an industry building for film, TV and the traditional web and compresses them into a new form designed to immediately connect with an audience; we call this connection the 3-second audition. This audition often takes place without sound so it’s important we use typography, graphics and subtitles to communicate our story so it resonates anywhere, anytime.”

For more information, including tips for building video creative for mobile feed, check out the blog post here.