Facebook’s new ThruPlay video ads will only charge brands for completed video ad views
Facebook is also launching an In-Stream Reserve feature that allows advertisers to purchase Nielsen-verified ad placements in advance.
Facebook is launching new options for brands to have more control over their video ad campaigns with the release of ThruPlay video ads and In-Stream Reserve and In-Stream Reserve Category options for marketers. With ThruPlay video ads, advertisers will only be charged for ads viewed to completion. The In-Stream Reserve options will allow advertisers to purchase ad placements in advance within videos displayed only to Nielsen-certified audiences.
Why marketers should care
Facebook launched new advertising options on Thursday that will give brands more control over their video ad campaigns. With the newly introduced ThruPlay video ads, advertisers will be able to optimize and pay only for ads viewed to completion, or, at least, the first 15-seconds of the ad. (Facebook in-stream video ad units run-time is 15-seconds.)
The ThruPlay video ads will be available via Facebook Ads Manager for insertion in videos on Facebook, Instagram and Facebook’s Audience Network. Facebook says it will be rolling out to all global advertisers in the coming weeks.
Facebook is also introducing In-Stream Reserve and In-Stream Reserve Categories for video ad campaigns, an option to buy video ad placements in advance that run in videos delivered to in-target audiences verified by Nielsen. The In-Stream Reserve Categories give brands the same options as the In-Stream Reserve, but also to select “content packages” so that video ads appear in content-specific categories, such as sports, fashion/beauty and entertainment videos.
While this option helps brands target audiences via premium content — it also offers an added level of brand-safety, ensuring video ads will only be placed in videos delivered to Nielsen-verified audiences.
“In-Stream Reserve is a great option for premium online video and TV buyers, especially for campaigns aimed at younger, harder-to-reach demographics and light TV viewers,” writes Facebook on its business blog.
The senior VP of marketing for Nationwide Insurance, a brand given early access to the In-Stream Reserve ads, reported they were pleased with the results and would continue to explore the new ad option to reach their target audiences.
“As Nationwide’s media mix has evolved to account for new mobile consumption habits, it’s become increasingly important to ensure our in-stream ads run against premium content on mobile platforms like Facebook,” says Jennifer MacKenzie, Nationwide’s senior VP of marketing.
The In-Stream Reserve options are currently only available to select brands targeting US audiences.
More on Facebook video advertising
- Facebook says it is also testing a an option for advertisers to be an exclusive advertiser for original shows on Watch, the platform’s video hub.
- In-stream video ads on Facebook are delivered within News Feed videos and videos on Watch, with both pre-roll and mid-roll ad placements.
- Facebook reports more than 70 percent of in-stream video ads are viewed to completion, and most, with the sound turned on.