Facebook will roll out short video adverts into users feeds
Facebook, the largest social network in the world, has announced that it’ll be rolling out autoplay videos – now dubbed “Premium Video Ads” – in late April in a bid to capture user attention.
The long-anticipated video advertising tool will embed 15-second video clips into users feeds. These premium videos will automatically play too, and will roll out gradually. While this may certainly seem like an invasive and jarring experience for seasoned Facebook users, Adweek has been assured by a representative that Facebook wants to “create a captive, but not interruptive experience.”
One way in which Facebook is doing this is by testing every video before approving them wholesale. This means that a small selection will see the video before it goes out to those that the company feels are the relevant audience.
Videos will also only be activated when a user scrolls over them, with sound playing when someone clicks on one. It’s a similar experience to that of the Facebook-owned Instagram service.
As of yet it’s unknown which companies have been included as initial advertisers for the service, but Adweek expects it to cover a broad spectrum of brands to help assess what people are most interested in seeing in their feeds.
To make sure the ad service gives decent enough feedback to advertisers, Facebook has said that it can measure a campaign’s total audience reach and the amount of times an ad was seen with “99 per cent accuracy”. Adverts will also be distributed via day-parting, so relevant ads will be shown during different parts of the day.
Adweek also reports that Facebook will let advertisers measure audience reactions to content in a similar way that they can with TV audiences.
“We’ll roll out Premium Video Ads slowly and monitor how people interact with them,” said Facebook’s product team in a blog post. “This limited introduction allows us to concentrate our efforts on a smaller number of advertisers with high-quality campaigns to create the best possible experience on Facebook.”
Do you think you’ll make the most of this engagement method with consumers? Or do you think it’ll just alienate Facebook users instead?