Facebook looks to be capitalizing on the lack of TV ads on the Internet, as it gears up to launch a new video-ad product in the first half of next year targeting TV advertisers according to several industry executives who spoke to Ad Age.
Features have yet to be finalized, but it will be offered in April at the latest, targeting large numbers of Facebook users on their news feeds on both desktop and mobile versions. Video length might possibly be capped at 15 seconds, half that of the usual TV commercials. A problem that could arise would be with the “autoplay” aspect of the video, though the company is deciding whether or not to have audio activated automatically. This could pose a problem for those on limited mobile data plans as videos tend to drain precious data.
Some of the executives have said that advertisers can show Facebook users the same video ad up to three times a day across various devices. On the desktop version, the ads are expected to branch out of the news feed and expand onto the left and right columns. The social media giant is also working on ways to ensure the ads stand out on mobile as well, though it is unclear how they will go about it. What the executives see is that Facebook is “looking to grab big chunks of money” as TV-like advertising space on the web is scarce.
It is unsure how ads will target user, though they will have a large demographic to choose from. Will it be similar to the current format where videos appear on the news feed appear if the user or a friend has liked the advertisers brand page and the brand has posted a video. Or will advertisers be able to target users whether or not the user has any relationship with the advertiser.
Only time will tell what the future of the social network will hold. What’s clear is that we should be expecting video ads to inject themselves more into our online presence.
Source: Ad Age