Advertising on Facebook Keeps Getting Better
Guess how many hours of video people watch on Facebook every day. 10 or 50 million? WRONG – over 100 million hours! More amazing is the fact that people can remember News Feed content after seeing it for just a quarter of a second. So, it happens quickly, but it also increases with duration. Nielsen found that 47% of the value in a video campaign was delivered in the first three seconds, but up to 74% of the value was delivered in the first ten. Whether you’re measuring ad recall, brand awareness or sales – you gotta act fast!
That’s why Facebook is introducing some new features:
Facebook’s research found that when feed-based mobile video ads play when people aren’t expecting it, 80% of them get a sour face toward the platform and the advertiser. Previously, advertisers could only add captions to Facebook video ads by embedding captions or uploading their own caption files. Soon, advertisers will be able to choose to have captions added automatically (initially only available for US English captions).
Tip: make sure that your stories don’t require sound to communicate your message. In one Facebook study, they found that 41% of videos were basically meaningless without sound, Showing captions, logos and products can help your audience understand your message, even in silence.
More Reporting and Buying Options
Now, advertisers can see the percentage of people who viewed their videos with sound in Page Insights – coming soon to the Ads Insights. Additionally, their integration with Moat for video ad analytics is now live ‘round the world! One more thing, the 100% in-view buying option that they announced in September – it is now available globally.
Facebook is trying real hard to get advertisers better equipped to build effective video ads. Mad props for figuring out the formula to a perfect video ad – just like Seda Sunsilk did. Check out their successful video ad below.