Facebook Begins Testing Auto-Playing News Feed Video Ads
Facebook has announced they
will begin testing auto-playing News Feed video ads for a limited number of
accounts starting this week.
Facebook has been
refining their video experience since September, making it a lot more
Instagram-like in the way videos begin playing as you scroll past them without
having to click or tap the play button.
They’re bringing this
same functionality to advertisers with new video ad units. It’s also worth
pointing out users won’t hear any sound from the videos unless they click on
the video to expand it. Facebook is doing the best they can to ensure these
video ads aren’t disrupting the overall user experience.
This format isn’t
intended for every video ad, and is entirely different from promoting a post
that contains a video. Facebook explains:
"This premium feature is specifically designed
for awareness campaigns that are meant to reach a large number of people to
increase interest in a brand, product or content, in a short amount of time.
Page post video ads can then come into play to sustain the message of this
initial campaign over longer time periods, in more targeted ways."
At this time video ad
units will be shown from select individuals (personal Facebook accounts or
verified Pages), select pages (like those of entertainers and sports
organizations), and Summit Entertainment’s content for upcoming film Divergent.
Facebook reiterates
several times throughout their announcement that this is an initial, limited
test. Future use will be determined based on what Facebook learns from this
test.
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