Facebook’s latest acquisition is aimed at bolstering the quality of its video ads and premium video ads, as the social network announced that it has brought video-ad-technology company LiveRail into the fold.
Premium Video Ads
Advertisers on Facebook will have some new toys to play with “in the coming weeks,” as the social network announced that brands running video ads will be able to choose video views as an objective for their campaigns, as well as take advantage of two solutions to direct Facebook users to additional content, and all advertisers will be able to plan their campaigns using the traditional broadcast model of reach and frequency.
Facebook’s premium video ads are now being offered in seven more countries — Australia, Brazil, Canada, France, Germany, Japan, and the U.K. – and the social network is also rolling out new video metrics for all videos uploaded to Facebook worldwide in its page insights and ads reporting.
It may be too early to say that Facebook is cleaning up with its premium video ads, but the social network did land the Dove personal care product line from Unilever as a client, marking the first foray into the nascent sector by a consumer-packaged-goods company.
Facebook signed its first television advertiser for its new premium video ads, as NBC launched a campaign Wednesday in support of midseason series “Rosemary’s Baby,” “The Night Shift,” and “Undateable.”
Facebook video ads have finally arrived, at least for a “select group of advertisers,” as the social network announced the launch of what it is calling premium video ads and what it began testing last December.