Facebook Business
A new way to buy in-stream video adverts on Facebook and Audience Network
While mobile devices used to be reserved for shorter, on-the-go content, people now watch longer videos on mobile from the publishers and creators they love. At Facebook, we're investing in an ecosystem of short and long-form video content that's built for the range of ways in which people are watching videos and supports the publishers and creators making the content. For example, last week we introduced Watch, a new platform for shows that will help people discover and connect with more video content. Platforms like these create more opportunities for advertisers to reach people watching long-form videos through in-stream adverts.
As we expand our range of video advert options, advertisers have told us they want more control over where their adverts will appear – in News Feed or in-stream during a video. Starting today, we're giving advertisers the option to deliver their video adverts specifically to in-stream placements in videos on Facebook, on Audience Network or across both.
On both Facebook and Audience Network, more than 70% of in-stream video adverts of up to 15 seconds in length are watched to completion – most with sound on.1 Using mobile-optimised creative that's 15 seconds or less, advertisers can capture consumer attention on mobile, increasing the likelihood that their video adverts will be watched to completion. And with Facebook's people-based marketing, in-stream adverts are targeted and delivered to the right people at the right time, achieving an average on-target rate of 89%.2
Early success with in-stream video adverts
Publishers and creators are tailoring their content to their Facebook audiences as we provide more opportunities for them to engage people with longer content. In-stream video adverts on Facebook allow advertisers to reach those audiences within video content uploaded to Facebook by a select group of publishers and creators.
SYFY recently ran a campaign that measured brand outcomes while delivering exclusively in-stream adverts for a network-level re-branding. This campaign generated an 11-point lift in advert recall, a 4-point lift in message association and an average view-through rate of 83%.
On Audience Network, advertisers can deliver in-stream adverts in pre-roll and mid-roll placements across select apps and websites. Advertisers such as Innocent Drinks, TD Bank, Warners Brothers Germany and Universal Music UK have run campaigns exclusively delivering in-stream video adverts on Audience Network. For the UK release of Lana Del Rey's new album Lust For Life, Universal Music targeted fans of Lana Del Rey and similar artists across Audience Network properties, achieving video complete rates of 80% or higher.
As video watching behaviours continue to change, we'll continue to give advertisers more flexibility and control over their advert placements, and look for more ways to provide audiences with great advert experiences across devices, content types and advert formats.
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