Facebook to mimic TV ad buys

Sarah Homewood
By Sarah Homewood | 21 April 2016

Facebook is again replicating TV to gain more of its ad spend, with the social behemoth introducing new tools, which will be very familiar to broadcast advertisers.

From today, target rating point video buys across Instagram and Facebook can be bought in day parts, in a four-hour block or greater. Facebook says that this will allow brands to now reach consumers at a time of day when its messages will resonate the most, but it will also make it easier for brands and agencies planning campaigns to extend video to Facebook.

As part of the announcement, Facebook also outlined what works on mobile in terms of advertising, with the social network saying that mobile video will account for 75% of total mobile data traffic by 2020.

Facebook gave four tips for designing mobile creative on the platform, they are: Capture attention quickly, design for no sound, frame your visual story and play more.

Facebook's VP of monetisation product marketing, Matthew Idema, says the mobile feed has fundamentally changed the way people view and absorb information, and this is especially true with video.

“For marketers, this shift makes it essential to take new creative considerations into account when designing effective video ads. While this work is ongoing, we have seen that when marketers think about the unique characteristics of mobile behaviour, they are able to more effectively connect with their audience."

Idema added however that “there is no silver bullet or universal solution”.

“We recommend marketers continue to test, learn, and iterate to find the solutions that works best for their brand, keeping a few key creative principles in mind."

Facebook's new buying tools come the same day as fellow online video player, YouTube, claims that 77% of its campaigns have a higher return on investment (ROI) than TV.

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