Facebook testing ads in Reels and topic targeting for in-stream video ads

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 23 April 2021

Facebook is rolling out new advertising options for its In-Stream videos, as well as Facebook Stories, and Instagram Reels.

The changes include a new global test of In-Stream Video Topics, which allows advertisers to place ads in certain video topics through Ads Manager. Powered by machine learning, over 20 Video Topics are available when advertisers select the In-Stream Only placement and brand objectives for their campaign.

This test gives advertisers more choice in the content they want their ads to appear in, and reach engaged video viewer audiences. For example, a baseball bat company can now place ads in content that would be of interest to their customers, such as “Baseball.”

Facebook says that more than two billion people watch Facebook In-Stream eligible videos every month, and 70% of Facebook In-Stream standalone video ads views are completed globally.

According to Facebook’s own studies, adding a Facebook In-Stream campaign to a Feed & Stories buy led to a median 1.5x increase in ad recall and a median 20% decrease in cost per incremental recaller.

In another update, Facebook is testing ads in Reels in Australia, as well as India, Brazil, and Germany.

The ads will be mobile-first and full-screen, similar to ads in Stories, and will appear between individual Reels.

Similar to Reels, ads can be up to 30 seconds and people can comment, like, view, save, share and skip Reels ads. Reels ads will be surfaced in most places people can view Reels content, including the Reels tab, Reels in Stories, Reels in Explore and Reels in your feed.

“For years we’ve shared how popular Facebook and Instagram video are for connecting with brands, but today’s new insights demonstrate the ongoing growth of that engagement,” says Facebook Australia managing director Will Easton.

“Every day brands are finding innovative ways to connect with audiences using our video tools, and that includes new formats like Instagram Reels. Australians are embracing the short-form video format, so it’s fitting that we’re one of a handful of countries to begin testing ads across the Reels platform today.”

Facebook is also testing custom Sticker Ads for Facebook Stories, which were first announced back in March, with select advertisers and creators.

Sticker Ads allow creators to monetise their Facebook Stories with ads that look like stickers and receive a portion of the resulting revenue. Brands will create bespoke stickers and creators can proactively place these Sticker Ads in their Facebook Stories.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus