The Facebook feature that has been long anticipated by marketers and long dreaded by users is one large step closer to becoming a reality, as the social network announced Tuesday that it will officially begin testing video ads this week, with “a small number of people” who will see a spot for upcoming feature film Divergent when they access their News Feeds on desktop or mobile.
The subject of Facebook’s long-rumored and perpetually delayed launch of video ads was raised during the social network’s third-quarter earnings call Wednesday, and the timetable remains up in the air.
Facebook Chief Operating Officer Sheryl Sandberg may have clammed up about video ads on the social network during the company’s second-quarter earnings call last week, but sources close to the situation are talking, specifically to Bloomberg, and the price tag on those video ads has reportedly risen to as much as $2.5 million per day.
The next big revenue-driver for Facebook will likely be its long-rumored introduction of video ads, but the social network has made no official announcements on when that product will debut, and sources close to the situation are all over the place with their guesses on the topic.
Facebook’s introduction of Video on Instagram Thursday and its potential impact on Twitter-owned video-sharing application Vine drew mixed reactions from the social media industry and media.
Facebook marketing solutions provider Spruce Media teamed up with measurement firm Nielsen and the social network to begin offering Nielsen Online Campaign Ratings, which bring a benchmark comparable with Nielsen’s television gross rating points to brands advertising on Facebook.
Facebook expanded on its Preferred Marketing Developer program, which debuted in April, with Thursday’s announcement at the Dreamforce conference in San Francisco of a new, exclusive tier, Strategic Preferred Marketing Developer.