Facebook’s new in-stream video ad solutions target most engaged viewers
- Facebook has two new in-stream ad solutions: In-Stream Reserve and In-Stream Categories, the company announced in a blog post. With In-Stream Reserve, ad placements are purchased in advance and served to Nielsen-verified in-target audiences so advertisers can reach viewers watching video from the most engaging, highest-quality publishers and creators. Through In-Stream Reserve Categories, advertisers choose content packages tied to categories, like sports, fashion/beauty and entertainment, and purchase them like In-Stream Reserve ads.
- More than 70% of In-Stream ads on Facebook are viewed to completion, and most viewers have the sound turned on, according to the blog post. Facebook says it is testing ways for marketers to advertise in just one Facebook show or be a show’s exclusive advertiser with some of its Watch shows, like “Ball in the Family,” Returning the Favor” and “Red Table Talk.”
- Facebook is also introducing ThruPlay, which gives advertisers the ability to optimize and pay only for ads watched to completion or for at least 15 seconds. ThruPlay is available for all video ad placements, including in-stream, stories and feed, on Facebook, Instagram and Audience Network. The new tool is available in Ads Manager now for auction and reach and frequency buying, and will be rolled out for all advertisers worldwide over the next few weeks.