With multi screen TV consumption being on the rise, Facebook plans on taking advantage and tweaking its video ad strategy. In a recent statement, the social media giant asserts that “smartphones are not tiny televisions,” and that their platform needs to adapt to service quick, relevant mobile experiences, a step that other platforms have already taken most recently including Snapchat with its launch of Snap Ads. In keeping with its new goal, Facebook released its new strategies to help improve its video ad impressions. These include:
- Being transparent about top-line metrics and offer more nuanced insights.
- Work on new ways to help advertisers craft emotionally-driven stories in short-form that perform best per research from case studies (below).
- Invest in more granular reporting metrics, including a “more visual measurement solutions” that help advertisers understand how ads perform across different platforms. Just two weeks ago, Google announced an updated analytics platform that will help marketers measure how Google ads perform across platforms.
A huge fraction of Facebook’s revenue comes from video advertising and 85% of this ad revenue is acquired through ads that run on smartphones. However, the ad inventory on the platform has been on plateau and soon will start to reduce. The media giant has already warned its investors of this impending decline. While results from Q1 and Q2 earnings of 2017 suggest that revenue has not yet reduced ensuring that advertisers can produced high performing ads for potential second screen options is one of the goals that Facebook hopes to achieve. According to Facebook here is what marketers need to do to create great ads.
- Build brand new, short-form, mobile creative. (Mobile content should “echo” content people are used to seeing on TV, but should be done using quick, mobile-first techniques, (think swiping and tapping through scenes).
- Re-organize to test and measure ads on a weekly cycle, not every 6 months: Mobile is evolving too quickly not to monitor campaigns frequently.
- Measure results, not seconds. It’s true that this new world is complex, but it’s worth the investment to map it. To do this digital reconnaissance, it’s crucial to measure business value and results on a per-creative, per-platform, and per-audience basis. An advertiser’s ability to measure the right things properly will be the biggest predictor of their mobile advertising success.
- Don’t try to equate disparate platforms. For example, a 10-second ad break should look different from a 30-seconds ad break. Big quote from the post by Mark Rabkin, VP, Core Ads, Facebook said: “Facebook isn’t Youtube, Youtube isn’t Search, Search isn’t Snapchat.”