Facebook deepens video capabilities, allows advertisers to go for reach & frequency

VideoCTA

Facebook is trying to offer more tangible value to marketers who utilize video, adding a call to action prompt to page-posted videos that allows viewers to get more information about a company or product after viewing the video. The company is also allowing marketers to optimize campaigns based on reach and frequency — taking a page from the way advertisers buy television ads.

Marketers can also optimize ad campaigns for video views.

Facebook wrote about the new capabilities available through video:

Advertisers will also be able to encourage people who have viewed their videos to view additional content with two new solutions.

First, advertisers who work with a Facebook account representative can work with us to create audiences of people who have already watched their videos. Ads can be created for those specific people, helping to move them from awareness to affinity and consideration.

A second way advertisers can encourage people to engage more deeply with their brand and products is by adding a call-to-action inviting people to learn more and visit a destination of their choice, like a specific page on a website, after viewing the video.

Facebook is also taking a cue from television, allowing marketers to optimize and control campaigns based on reach and frequency:

Traditional broadcast ad campaigns are planned and bought by focusing on the number of people an advertiser can reach and how many times that advertiser can reach them. Today we’re also introducing the ability for advertisers with Facebook account representatives to predictably reach a significant number of people and control message frequency.

Now, advertisers who utilize Facebook’s reach and frequency buying will be able to predictably manage audience sizes and the number of times their ads will be shown to those audiences.

Readers: What do you think of these new ad features?

Image courtesy of Facebook.

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners! Starting November 10, hear from our expert speakers on the  best practices for getting set up on the major social media platforms, how to create meaningful content, and engage with your audience across sites. Register now!

 

Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Account Executive- Healthcare PR and Social Media

Berry & Company Public Relations
New York, NY

Online Social Media Manager

WellPoint
Chicago, IL

Assistant Professor in Publishing

Emerson College
Boston, MA

Multimedia Specialist/Social Media Manager

Ohio Northern University
Ada, OH

Social Media Manager

The Culinary Institute of America
Poughkeepsie, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us