O frabjous day! Callooh! Callay! The Jabberwock is, er, Facebook video ads are here! Our news feeds will now be inundated with autoplay video ads. Yippee? Well, it’s a big step forward for the world’s largest social network to say the least. They’ve been working on video ads for what seems like years and now we can all get them in news feeds. Don’t go overreacting (I’m just joking around) there will be no more than three ads per day.
In terms of frequency, that is 90 ads per month per viewer. If there are 600 million users and say 50% are in markets where the ads debut it comes out to a massive 27 billion video ads a month. Ker-Pow! At the low end of the price spectrum rumors of $1-2.5M per ad, that’s $27 billion in revenue, per month, on the low end.
All That is Wrong with Video Ads – Auto-Play and Muted – But Wait!
I swear Facebook looked at the video advertising industry as a whole and took the worst practices they could find to make their video ad strategy. Get this, the videos will auto-play and the sound will be muted until a user interacts with the ad. Next I think they will introduce video ads in the side bar that play all the way through without ever showing up in the browser viewable area.
Alright, maybe not. At least the video ads won’t take over your entire screen as they won’t go full screen unless they are clicked or tapped. The videos will only start to play when they show on screen, not when off screen as I just said in jest. If you don’t like the video, just go past it and it will disappear. At least they’re not keeping them on screen through the duration of the video forcing us to watch.
Ace Metrix has been tapped to determine if a video ad is crap or not. If they deem it worthy, as in, will people like it, then it will make it into the system for display to users. If you don’t know Ace Metrix, they are the group that rates success and perception of Super Bowl ads and pretty much every other TV ad that airs. In other words, they know what they’re talking about.
Facebook also teamed up with a major video advertising power, Publicis Omnicom Group. They are experienced in TV ad buys and such so it seems Facebook is aiming for major TV brands to jump over. Considering the price tag on the ads it appears to be a logical assumption.
Now, the only question that remains is, will Facebook users be receptive to video ads or will they mentally block them out and swipe or slide past with nary a glance? Will all of Facebook’s borogoves be mimsy? Will its users outgribe in protest or be beamish with frabjousness? Perhaps I need to stop reading Lewis Carroll before work.