Video ads come to Facebook

15-second ads will play automatically in users' feeds.

An assortment of video ads will soon start appearing in Facebook users' feeds as the company grasps at a larger slice of the lucrative TV advertising market.

The ads will be 15 seconds long, similar to the length of some television commercials, and will begin appearing in the next few months. The ads will play without sound as users scroll past them, but will expand into a full-screen view with sound if they are clicked on. The ads will run on desktops and mobile devices.

Facebook will work with a select group of U.S. advertisers on the program, which it calls "premium video ads." The ramp up follows some earlier tests of the ads that began late last year.

Facebook will roll out the ads slowly as it monitors how users interact with them, the company said. The social media company is working with Ace Metrix, a TV advertising analytics company, to assess each ad before it appears on Facebook's site.

"We're taking this step in order to maintain high-quality ads on Facebook and help advertisers understand what's working to maximize their return on investment," Facebook said in its announcement.

With more than 1.2 billion monthly active users, Facebook hopes to give marketers a way to reach a massive number of people on its site. Facebook will provide targeting capabilities, so that advertisers can target specific groups, for instance, by gender or age.

The ads, Facebook said, are bought and measured in a way that's similar to how advertisers already buy and measure ads on TV. They will be designed, Facebook said, to reach a specific audience over a short period of time and their impact will be measured by Nielsen.

The rollout comes as revenue from digital advertising trails behind TV advertising. But the gap could shrink over time. In a recent report, Nielsen said integration between online and TV video ad markets is real and accelerating.

Facebook didn't say how much its video ads would cost advertisers in total, though a report in Bloomberg cited a range of US$1 million to $2.5 million a day.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well done, team at Larsen. Fantastic story of how to continually invest in customer experience.

Adam Frank

A designer jewellery brand's take on customer relations

Read more

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Blog Posts

Why marketing technology utilisation is taking on new urgency

Disparate data sources, fragmented technology and a lack of funding has left many brands struggling in the battle for online customer attention amid a global pandemic. Now more than ever, brands need to focus on unlocking the value of their marketing technology.

Suzanne Croxford

Marketing technology partner, Wunderman Thompson Australia

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Sign in