Auto-play video ads debuted on Instagram Thursday, as Adweek reported that 15-second units from Disney, Activision, Lancôme, Banana Republic and The CW began running on the Facebook-owned photo- and video-sharing network.
Facebook revealed during its third-quarter earnings call Tuesday that $2.96 billion of its $3.2 billion in revenue for the three-month period came from advertising, so it’s no surprise that the bulk of the call was devoted to advertising, as well. Chief operating officer Sheryl Sandberg had much to say on the topic, and all her comments are included in this post.
Facebook’s transformation into a mobile company has found its way into third-quarter-2014 statistics on clients of digital marketing agency 3Q Digital, which reported that mobile impressions were up 51 percent compared with the second quarter of 2014, while clicks rose 180 percent, click-through rates were up 85 percent and cost per click dropped 40 percent.
Mobile ad budgets on Facebook and Twitter among the clients of Ampush, a Facebook Strategic Preferred Marketing Developer, were up 87 percent in the third quarter of 2014 compared with the second quarter of the year, and a whopping 233 percent versus the prior-year quarter, according to the social technology company’s latest study.
Facebook announced a new addition to its ad-targeting options with the aim of helping advertisers that are seeking to engage users in high-growth countries, as the social network is now allowing brands to target based on the network connections — 2G, 3G or 4G — they use most often when accessing Facebook.
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.
Facebook’s efforts to simplify its advertising offerings appear to have been extended to terminology, as sources told sister blog Inside Facebook that the term “page post” is being removed from the names of its ad units, although the units themselves are not changing.
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.