Facebook adds branded video ads to its Audience Network
A week after launching its retargeted ads on Instagram, Facebook will now sell video ads on behalf of brands as well. The social network has launched ‘in-stream’ and ‘in-article’ formats for video ads on its Audience Network.
Facebook had introduced the Audience Network two years ago as a collection of third-party apps and sites where brands could increase the reach of their Facebook and Instagram ads. The company’s own data says that the Audience Network account for nearly six per cent of time spent on US mobile.
A company blog stated, “Advertisers want their videos to reach more of the right people in more places. That’s why today we’re extending Audience Network to include videos from advertisers looking to drive brand outcomes. Now, in addition to watching these videos on Facebook and Instagram, people will view them on the other apps and sites where they spend their time.”
In-stream video ads will play before, during or after video content on third party apps and sites across mobile and desktop. These sites include popular video publishers like USA Today Sports Media Group.
In–article video ads will appear on mobile pages of publishers, such as Daily Mail, between paragraphs of text and play automatically when at least half the pixels are viewable. In this format, the viewer must opt-in for sound. In-article delivery will start with Instant Articles.
Earlier, the Audience Network focussed on direct response ads only but it now also looking at increasing brand awareness and recall. This move will also intensify Facebook’s competition with Google.
The delivery for both in-stream and in-article formats will match viewers’ expectations of the site or app they’re on. This also the first time that Facebook has moved its Audience Network to the desktop.
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