In a momentous move, Facebook announced today that they will begin rolling out premium video advertising on mobile for “a select group of advertisers.”
The 15-second long, automatically-playing videos will function the same way videos posted by personal or verified accounts do; as users scroll down their newsfeeds, the videos will begin playing silently. If a user taps the video, it will begin again in full-screen, with sound. At the end of the video, a carousel with two other videos from the same marketer will appear.
Facebook is being particularly cautious with the rollout. Their announcement makes sure to mention that the quality of premium video content is their primary concern. Additionally, they note that premium videos will be downloaded in advance when the user’s device is connected to WiFi, so that playback will not drain users’ monthly mobile data plans.
Television ad analytics company Ace Metrix will be working with Facebook to ensure video quality by using a unique formula that combines their Ace Score, which is determined by persuasive ability and watchability, and metrics designed just for Facebook that include meaningfulness, verbosity, and emotional resonance scores.
A Bloomberg report states that prices for premium video ads could range from $1 million to $2.5 million per day. This move represents a fundamental shift in the world of advertising. Ace Metrix writes, “Online or on television, things will never be the same. It’s that big.” We couldn’t agree more.
Socialbakers will be monitoring premium video ads with Analytics, and when the format likely becomes more widely (and inexpensively) available, our clients will be able to post and manage video ads from Ad Analytics. Our advice is that it will be key to understand the contribution video ads make to your engagement and reach on Facebook through tracking impressions, clicks, and completions.
We look forward to bringing you all the latest insights from this new ad format in the coming weeks, as well as how to take advantage of this groundbreaking new format.