Reach & Frequency Capping Along With Video View Targeting Arrive For Facebook Ads
Two major new features have hit the Facebook Ad Platform. One that will help those looking to display a message with video. The other that will help limit ad exposure and control the overall audience delivery.
The new ad type “video views” will be rolling out over the coming weeks that will allow advertisers to push more video views to those that have already viewed one of their videos. This is quite different than the premium ads in the Newsfeed; instead of reaching new audiences this will allow for re-engagement, awareness and affinity.
The video views will have two new targeting solutions for advertisers. The first is for those that work with a Facebook rep to set up the audiences who have previously watched a brand video. The second is for adding calls to action at the end of a video ad to drive users to act.
The other new ad option will help Facebook fit in with the traditional media buy. Reach (the overall number of people in the targeted audience) and Frequency (the number of times a user can view an ad) will be options for those advertisers that have a Facebook account representative. The appealing aspect of the reach metric is that Facebook may be the only source to have accurate reach due to the requirement to be a real, live human to have an account.
These changes will roll out to advertisers globally in the “coming weeks.” For more information see the official Facebook release.