In December last year, Facebook started testing Premium Video Ads as a way for advertisers to drive branding objectives on Facebook. This week Facebook introduced these ads with a select group of advertisers.
Premium Video Ads are designed for advertisers who want to reach a large audience with high-quality sight, sound and motion. Each 15-second video ad will start playing without sound as it appears on screen and stop if people scroll past. If people tap the video, it will expand into a full-screen view and sound will start.
Premium Video Ads are bought and measured in a way that’s similar to how advertisers already buy and measure ads on TV. The ads are bought based on Targeted Gross Rating Points to reach a specific audience over a short period of time. Delivery is measured by an independent third party, Nielsen Online Campaign Ratings (OCR), and advertisers only pay based on what Nielsen OCR measures.
To make sure Premium Video Ads are as good as other content people see in their News Feeds, Facebook are working with a company called Ace Metrix to help review and assess how engaging the creative is for each ad — before it appears on Facebook. Ace Metrix will allow Facebook to objectively measure the creative quality of the video in the Facebook environment, and highlight performance indicators for advertisers such as watchability, meaningfulness and emotional resonance. The aim is to help advertisers understand what’s working to maximise their return on investment.
With Premium Video Ads, brands now have another way of engaging people on Facebook with compelling video experiences.
Facebook are set to roll out Premium Video Ads slowly and monitor how people interact with them. This limited introduction allows Facebook to concentrate their efforts on a smaller number of advertisers with high-quality campaigns to create the best possible experience on Facebook.
Facebook users can expect to begin seeing these new ads over the next few months.