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.
With the launch of video ads on Facebook on hold yet again, customizable video players provide a way for brands on the social network to feature their video content, and the latest entry in the field comes from Socialkick.
Ad server and measurement platform Atlas Solutions, which Facebook acquired from Microsoft last February, announced an integration with cloud-based multiscreen advertising company Flite’s Flite Design Studio, as well as its selection of Innovid as its technology platform to deliver video advertising.
The good news keeps coming for Facebook users who are dreading the expansion of advertising, as comments by Chief Operating Officer Sheryl Sandberg and Chief Financial Officer David Ebersman Tuesday night on not rushing to bring ads to the social network’s Paper iOS application and not increasing the flow of ads in the mobile News Feed were followed by a report by Mashable that video ads may not launch on Facebook until this summer.
Ad revenue accounted for $2.34 billion of Facebook’s fourth-quarter-2013 revenue total of $2.59 billion, so it’s no surprise that the social network’s advertising results and initiatives were the topic of the lion’s share of discussion during its earnings call Wednesday.
4Q EARNINGS CALL: Facebook’s Mobile Ad Revenue Of $1.25B Accounts For 53% Of Total Revenue; Monthly Active Users Now Total 1.23B, 296M Mobile-Only
If there were any doubts that Facebook is now a mobile company, the social network’s fourth-quarter earnings call Wednesday quashed them all, as mobile ad revenue during the period topped the $1 billion mark for the first time, at $1.25 billion — higher than the company’s total revenue in the fourth quarter of 2012 — and it also accounted for more than one-half of total revenue for the first time, at 53 percent.
The cost per thousand impressions (CPMs) for more than 100 retail advertisers and partners on the Nanigans Ad Engine platform increased by 2.9 times in the fourth quarter of 2013 when compared with the year-ago period, while cost per click rose 35 percent year-over-year, and revenue per click shot up 83 percent, according to the latest figures from Nanigans.
While Facebook is targeting a slice of television’s advertising pie with its test of video ads, the social network has also taken many steps to benefit TV networks and series, and premium cable network Starz took full advantage with its comprehensive Facebook campaign prior to the Aug. 10 series premiere of “The White Queen.”
They’re not quite video ads, but developers of applications and games for Facebook can now include videos in their App Details pages in the social network’s App Center, in order to give potential users a flavor of what the apps and games are like.