Facebook executives spoke glowingly of video in the Q1 2014 earnings call, and now we can see why. Facebook confirmed that NBC is the first major U.S. TV network to buy in to Facebook’s premium auto-play video ads.
NBC has launched an auto-play video ad campaign on Facebook to promote three shows: “Rosemary’s Baby,” “The Night Shift” and “Undateable.” The ads started 12:01 a.m. EST Wednesday and will run for 24 hours, showing up in News Feeds of Facebook users 18 and older.
As more advertisers and page managers use video to get their brand’s message out, Facebook is launching new ways for admins to measure the effectiveness of their video campaigns.
Currently, page admins can only see information such as the number of views a video has received. With the new video metrics — rolled out over the coming weeks — marketers can see the average duration of video viewed and the amount of time that a person watched 95 percent of the video.
Advertisers will also be able to see demographic breakdown of the video’s viewers.
One of the most popular ad tools for Facebook marketers in Q1 was the call to action button. As Facebook adds more calls to action, brands have been flocking to the tool as a way to get installs, signups and conversions.
James Borow, CEO of Facebook Strategic Preferred Marketing Developer SHIFT, talked with Inside Facebook about how successful call to action buttons were in Q1 2014, as well as the way that more advertisers are adopting video. Borow told Inside Facebook that when a marketer uploads a video directly to Facebook, rather than a site like YouTube, the ad tends to perform 5 times better. Additionally, among SHIFT clients, there has been an 80 percent increase in video spending on Facebook.
Inside Facebook: How was this year’s Q1 for Facebook advertisers?
James Borow: Q1 has been incredibly strong on Facebook. Year over year, in comparison to Q1 2013, we’ve seen a dramatic increase in spend. The News Feed in mobile, in particular, dominates. We really are seeing a persistent shift to mobile from desktop. I think that we’re seeing that performance of the channel continues to be incredibly compelling, in terms of actually delivering ROI for the advertisers. Facebook is becoming not just a social channel, but a marketing channel for meeting business goals. That’s really come into clear focus this quarter.
It’s likely that many of you created a “Look Back” video during Facebook’s 10th anniversary extravaganza. But did you know that the feature was created by Facebook engineers in less than a month?
According to a blog post on the site, Facebook anticipated only 10 percent of people who saw their video would share it. Ultimately, more than 40 percent shared their videos just hours after launching. Facebook’s total outgoing traffic was about 20 percent higher than the normal peak. They also found:
- More than 720 million Look Back videos were created, with 9 million videos created per hour;
- More than 11 petabytes of storage were used;
- More than 450 Gbps outgoing bandwidth at peak and 4 PB egress within days; and
- Over 200 million people watched their Look Back movie in the first two days, and more than 50 percent have shared their movie.
As has been rumored and planned for months, Facebook announced this morning auto-play video advertisements (without sound) in the mobile and desktop News Feeds. This will be a small test among select users who will see video ads for the film, “Divergent,” in their News Feed.
Facebook made the announcement in a blog post:
Since September, we’ve been testing a way to make videos more engaging on Facebook, and as a result we’ve seen views, likes, shares and comments increase more than 10 percent.
We’re beginning to test a similar video viewing format for advertisers. Marketers will be able to use this new format to tell their stories to a large number of people on Facebook in a short amount of time – with high-quality sight, sound and motion. This approach will continue to improve the quality of ads that you see in News Feed.
It will be interesting to see the user reaction to this, especially as so many people use Vine or Instagram, where auto-play video posts are the norm.
As Facebook advertisers everywhere gear up for what could be a very lucrative holiday season, there’s one hotly-debated ad format they won’t be able to try — the auto-play video ad. According to AllThingsD, these controversial video ads will not grace a News Feed in 2013.
Facebook on Monday announced that video is coming to its mobile app ad products. Advertisers can now also bid on ads by cost per acquisition (CPA).
More video is slowly seeping its way into Facebook’s mobile News Feed. Last month, Facebook announced the test of auto-play video for musicians and celebrities (that cannot be boosted via advertising), and more advertisers are getting on board with video. Now developers can allow users to tap on the ad to play a video showcasing app usage or gameplay.
Photographer Meagan Cignoli has shot short video ads on Instagram and Vine for major brands such as Dolce & Gabbana, Ciroc and Lowe’s — among many others. Complex Magazine named her one of 15 non-celebrities to follow on Vine.
We’re lucky enough to have Cignoli speaking at the Inside Social Marketing conference, Dec. 3-4 in New York, where she’ll discuss the rise of video in social marketing campaigns and how brands can capture attention in 6 or 15-second chances. Register for the conference by clicking here.
In advance of the conference, Cignoli sat down for a brief Q&A with Inside Facebook about the fast-growing field of social video marketing.
Inside Facebook: What are some of the challenges that come with shooting for a 6 or 15-second final product?
Meagan Cignoli: It is hard to tell a story in a short amount of time, so it really pushes the boundaries of your creativity.
Facebook announced Thursday that within the coming weeks, the company is testing autoplay videos within the mobile News Feed for a small group of U.S. users. When a mobile user swipes through their News Feed and comes across a video from an individual or a page of a musician or band, it will automatically play. Sound will only turn on after a user taps on the video.
A Facebook spokesperson confirmed to Inside Facebook that these videos cannot be boosted or advertised at all beyond organic.
It’s no secret that Facebook is planning to add auto-play video ads to the News Feed at some point. However, as the company tries to find the balance between profit and user experience, this ad product keeps getting delayed. Now it is being delayed indefinitely, according to AdAge.
The company is concerned that the user backlash would be too severe, especially if Facebook had the audio playing automatically along with the video. Facebook was hoping to launch video ads in News Feed by October, but sources told AdAge that the social network has delayed this controversial ad unit once again, not giving a target date.