Facebook is looking to convince more advertisers to invest their ad money of Facebook Watch as a means to get the most out of their investment in the social media platform. According to top agency executives, Facebook Watch which has so offer only offered mid-roll programmatically breaks is now planning on testing pre-roll ads. “They’re telling us, working together, these will drive the best results,” said one New York-based head of media at an agency. “Their strategy is to tell us this so it doesn’t sound like the ad products will cannibalize each other.”
A different ad buyer told Digiday that because Facebook’s own ad infrastructure is already familiar for advertisers, Watch is positioned as an “additional placement you just check and tick off,” making it easy for advertisers who already buy on Facebook. Facebook is now testing out YouTube-like pre-roll ads at the start of their Watch shows. Two buyers told Digiday that a possible pre-roll is tempting. “When you think about Watch, the experience is very different [from TV],” said one buyer.
Facebook is also telling brands that from the right internal data Facebook users are sharing more Long form videos and watching them more often.The mid-roll placements are between five and 15 seconds, and Facebook said 70 percent of them have been viewed to completion, the majority with the sound on. As of now the ads are sold on standard audience based buying strategies so that advertisers can target certain interests, geographies or other specific attributes.
When asked if Facebook will offer sponsorship of shows, a spokesman said it’s only mid-roll right now, and they can be bought both through API and Ads Manager.
“They’re in their early testing phases. Once they get out of it, they’ll come out guns blazing with Watch,” said an ad buyer.