December 18, 2013

Facebook to extend automatic video tests

1 minute read

Facebook has confirmed that it will continue to test the effectiveness of video ads, after an initial pilot attracted 10 per cent more views, brandrepublic.com reports.

Calling it ‘an initial, limited test’, the social media giant announced its intention to promote ads for the film, ‘Divergent’ in users’ news feeds. The videos will open automatically, but without sound unless curious users click on them. Those that are disinterested can merely scroll past as they would any other item on the news feed.

At the end of the video, users will be presented with further suggestions, the hope being they will discover more content via that means.

The company was keen to explain that the videos will pre-load as soon as a mobile device is connected to a wi-fi signal, but will not assume any additional data, theguardian.com writes.

Still in the development phase, Facebook declined to talk about pricing, but the general consensus is that a video ad would cost significantly more than promoted content or PPC.

However, the investment could be worthwhile if the figures are to be believed; Facebook claims that tests to date have elicited a 10 per cent increase in the amount of video interaction, be it sharing, commenting on or just watching.

Speaking about the advantages of the innovation, a Facebook spokesperson said: “Compelling sight, sound and motion are often integral components of great marketing campaigns, particularly when brands want to increase awareness and attention over a short period of time.

“From launching new products to shifting brand sentiment, a new advertising video format in the News Feed is ideal for marketers who are looking to make a large-scale impact, and for people who will discover more great content in their News Feeds.”

Posted by Ihar Maraziuk

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Facebook to extend automatic video tests

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