Facebook strengthens mobile video ad proposition


Joseph O'Halloran

| 29 September 2015

In what could be a pivotal moment for TV and video monetisation, social media giant Facebook has introduced new ways to buy, optimise and measure mobile ads.

The company has enjoyed a very profitable 2015, boasting 25% growth in the number of active advertisers on Facebook. In all 2.5 million advertisers now using the platform, increasingly served to mobile devices.

In response to that demand, Facebook says it is working to build the tools advertisers need to reach people with relevant content on mobile and effectively measure the impact of their mobile campaigns, helping advertisers capitalise on mobile and give people a better ad experience.

Facebook says that TV has long been one of the best platforms for marketers to build their brands, quoting its own research conducted by Nielsen showing that boosting TV campaigns with Facebook video ads drives incremental reach, increases efficiency and improves effectiveness. It adds that when TV and Facebook were combined, advertisers saw a 19% increase in targeted reach versus TV alone. When Millennials were the target audience, incremental reach was said to have increased to 37%.

With this in mind Facebook has unveiled a way for advertisers to plan, buy and measure video ads using total rating point (TRP) as the metric. It claims that marketers can now plan a campaign across TV and Facebook with a total TRP target in mind, and then buy a share of those TRPs directly with Facebook. Then, Nielsen's Digital Ad Ratings measurement system can verify Facebook's in-target TRP delivery, and Nielsen's Total Ad Ratings system can verify the TRP delivery for Facebook and television combined.

Facebook is also allowing video in a carousel format in order to improve ad format engagement. It says that carousel ads have proven to be 'amazing' storytelling tools for brand marketers and that pairing video with the carousel format gives marketers more options for compelling storytelling in News Feed. Video in the carousel format will begin rolling out in the power editor, and will expand to the ads create tool in the coming weeks.