Facebook is launching premium video ads in Australia today, after what seems like years of speculation. It is also introducing new video metrics that it says use “TV language” and give advertisers a more granular look at the impact of video ads.
A limited number of agencies and clients will initially come on board and the first premium video ads are expected to launch in the next two to three weeks. Facebook wouldn't reveal who those agency partners or brands are, although recent deals with major agency holding companies provide a clue.
The social media platform said that the launch of 15-second autoplay video ads will be seamless across devices which would help in terms of frequency, so that people aren't served the same ads over and over again.
Advertisers can also retarget people with different follow up messages depending on whether they watched the video ad or scrolled past.
Helen Crossley, Facebook's head of measurement and insight, said: “It's no secret that for some time marketers have been asking us to bring out new video solutions, asking for something visually engaging that reaches consumers where they really are. This is about answering that need.”
Facebook is being selective about what brands and creative can adopt the premium ads, and is mirroring the ad strategy of its photo sharing network Instagram, which is notoriously protective about what creative is allowed onto the platform.
It will host a series of events for agencies and marketers to run them through the suite of video ad products and metrics. Facebook's Creative Shop, which is Facebook creative director Mark D'Arcy's team, will work on- to-one with advertisers developing content for its video spots. As premium inventory, it can only be bought through Facebook's sales team – not on a self-serve basis.
It's difficult to get clear picture of just how much video inventory Facebook is unleashing, or what it will cost advertisers. Crossley said it isn't locked into a pricing structure yet so the cost to advertisers will likely become what the market bears.
“Talking about inventory, it's a limited launching and we're introducing it slowly so that the user experience is a positive one. We want to make sure its a high quality product so that the ads people see are good.”
She added that people who use the platform daily are unlikely to even see one a day initially, but as Facebook and advertisers feel the way with it, it is likely to increase.
Facebook was keen to point out that its video ads are different to what is offered by other digital platforms like NineMSN or Yahoo!7 and believes that it could shake up the video ad market.
“If we look at how Facebook is changing marketing around the world – I think that it's a common theme when we really go out with product that delights people who use the site every day and marketers that other players takes a look at their products,” said Crossley.
Despite the ongoing debate around autoplay video, with some users disliking the feature and some agencies such as UM flat out boycotting them in the past, Crossley stands by the feature.
“It's all about what your thumb will stop on – even if you don't want to see it you just scroll past it. so often there is content you miss but now you won't. On some platforms there is the annoyance of video blaring out at you but there is a difference in how other portals deal with video and that definitely doesn’t happen with our platform.”
It purposely launched the product and metrics at the same time in recognition that without understanding their impact, marketers struggle to adopt new platforms.
Facebook is keen to talk to marketers about its video ads and audience in TV terminology. One aspect of the new metrics is that Facebook is talking in terms of TARPs (target audience ratings points). It wants advertisers to compare apples with apples, which could prove intersting, pricing-wise.
“What people are really buying with this is a guaranteed TARP – that's what we're really selling,” said Crossley.
She added the enhanced video metric and new insight platform “make it a lot simpler for marketers to understand what is happening with their video”.
Video ads launched in the US in March, but Facebook couldn't yet provide a case study or any numbers reflecting its impact or success, apart from saying the response from marketers had been good, which is why the product is rolling out to other countries.
Premium video ads and metrics will launch in Canada, Brazil, France, Germany, Japan and the UK today (21 May).
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