Facebook Inc (FB) launches 15 second video ads

Posted Mar 13, 2014

Facebook Inc (NASDAQ:FB) has announced it has introduced 15-second premium video ads that play automatically without sound. It will stop if you scroll past the ads. If you want to hear the audio, you simply have to tap on the video and it will go into full-screen. Facebook said that users will start seeing the new ads over the next few months.

Facebook started testing out the “Premium Video Ads” in December. Facebook sells and measures the new format ads in a way that is similar to how media firms advertise on TV — Targeted Gross Rating Points to hit a specific audience over a small amount of time. The delivery is measured by an independent third party, which is Nielsen Online Campaign Ratings (OCR).

Advertisers will not have to worry about Facebook changes prices as they only have to pay based on what Nielsen OCR measures. Facebook will make sure that the video ads appear on the social network will be as good as the content that people see in the News Feeds. This way it will not annoy users. Facebook photo social network Instagram integrated video ads not too long ago and users were pretty receptive. Facebook partnered with Ace Metrix to review and assess each ad before it appears on the social network.

“Ace Metrix will allow us 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. 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,” said Facebook.

Facebook will roll out the new ads slowly so it can measure how people interact with the ads.