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By Julie Lyons
Facebook announced recently that they will begin rolling out expanded video capabilities and reach and frequency buying capabilities in the coming weeks.
According to Facebook’s Business Blog, as Facebook continue to allow for interactive and targeted storytelling in ways more traditional forms of marketing can’t, they wants to ensure that marketers interested in awareness, affinity and brand lift have even better tools to build creative brand experiences for people on Facebook.
Expanded video capabilities
Video on Facebook combines the power of sight, sound and motion with unparalleled reach, mobile engagement and fine-grained targeting capabilities. Following the introduction of new video metrics and Premium Video Ads, Facebook is also announcing new ways advertisers can reach and engage people with standard video ads.
For advertisers who specifically want to drive video views, “video views” will be a new objective to choose from when they create a campaign in their ads create tool, Power Editor and the API. Facebook will automatically optimize these ads to be shown to the people most likely to view videos on Facebook, across devices and across target audiences.
A second way advertisers can encourage people to engage more deeply with their brand and products is by adding a call-to-action inviting people to learn more and visit a destination of their choice, like a specific page on a website, after viewing the video.
Reach and frequency
Facebook has also introduced the ability for advertisers with Facebook account representatives to predictably reach a significant number of people and control message frequency. Now, advertisers who utilize Facebook’s reach and frequency buying will be able to predictably manage audience sizes and the number of times their ads will be shown to those audiences.
The new features for video on Facebook, as well as reach and frequency buying, will roll out to advertisers globally in the coming weeks.
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