Facebook gives guarantees for sound on ads
So as part of its push towards openness, Facebook will start selling video ads with the option to only pay if the sound is on. They'll also give advertisers the option of only buying truly completed views (as opposed to 10s views).
It'll be interesting to see how this impacts other ad formats, as Facebook's auction model would mean the demand on those would shift. By allowing advertisers to pay only when there's sound, there should be less pressure on advertisers to make video ads that work without the sound, which could make those ads more effective. A similar effect might occur with the completed video ads.
With shifting demand and diverse payment models, you also have to wonder what this will mean for Facebook's ad scheduling. Do they show pay per completed view ads to users who tend to watch whole ads, or does the auction model make that strategy unviable. While they certainly have an interest in seeing advertisers success, I have a feeling that over time this will benefit Facebook more than anyone.
What do you guys think?
Full article available here.
It'll be interesting to see how this impacts other ad formats, as Facebook's auction model would mean the demand on those would shift. By allowing advertisers to pay only when there's sound, there should be less pressure on advertisers to make video ads that work without the sound, which could make those ads more effective. A similar effect might occur with the completed video ads.
With shifting demand and diverse payment models, you also have to wonder what this will mean for Facebook's ad scheduling. Do they show pay per completed view ads to users who tend to watch whole ads, or does the auction model make that strategy unviable. While they certainly have an interest in seeing advertisers success, I have a feeling that over time this will benefit Facebook more than anyone.
What do you guys think?
Full article available here.