Adding More Choices for Video Ad Buyers

Facebook Business

September 27, 2018

With Advertising Week kicking off in New York next week, video is top of mind for many marketers. We have been working closely with video advertisers to understand how we can deliver the reach and predictability they expect with the planning and buying process they're accustomed to on other mediums such as TV. Today, we're introducing new ways to buy and deliver video ad campaigns on Facebook: In-Stream Reserve and ThruPlay.

Place your ads in high-quality video with In-Stream Reserve

In-Stream ads on Facebook are proving effective, especially for brand advertisers. In fact, more than 70% are viewed to completion and most with sound on. Facebook internal data, 2017 In-stream ads are delivered as mid-roll in News Feed videos, and either pre-roll or mid-roll in other surfaces including Watch. In August, we launched Watch globally, providing a new way for people to discover compelling videos and interact with friends, creators and other fans.

In-stream ads only appear in videos that meet our Content Guidelines for Monetization, but advertisers have told us they want more options for selecting where their ads appear. We’ve also heard interest in a fixed impression cost (CPM) and the ability to buy ads on a Nielsen verified Target Rating Point (TRP) basis.

To meet these needs, we’re introducing new solutions for in-stream advertisers:

• In-Stream Reserve allow advertisers to reach people watching video from a selection of the most engaging, highest quality publishers and creators. These placements are bought in advance and delivered to in-target audiences verified by Nielsen.
• In-Stream Reserve Categories allows advertisers to choose content packages in specific categories, including sports, fashion/beauty and entertainment, bought in the same way as In-stream Reserve.

In-Stream Reserve is a great option for premium online video and TV buyers, especially for campaigns aimed at younger, harder-to-reach demographics and light TV viewers. It is currently available for select advertisers targeting US audiences.

For advertisers that want to advertise in just one Facebook show, or would like to be the exclusive advertiser for a show, we have started testing this with a few of our original shows on Watch, such as Ball in the Family, Returning the Favor and Red Table Talk.

Optimize for completed video views with ThruPlay

We’ve found that people watch video in many different ways depending on the format and content, ranging from short clips to longer, captivated viewing. And advertisers can benefit from tailoring their ad creative to match the different ways people consume video.

Completed video views are particularly important to advertisers seeking to tell their story and build brand affinity, so we’re introducing ThruPlay, which allows advertisers to optimize and pay only for ads that are watched to completion, or for at least 15 seconds.

ThruPlay is available for all video placements in Facebook, Instagram and Audience Network, which includes in-stream, stories and feed. Because people can skip or scroll past ads in feed and stories, in those placements, ThruPlay is particularly effective for reaching people who choose to watch your 15-second ad in full.

ThruPlay is rolling out in Ads Manager now for both auction and reach and frequency buying, and will be available to all advertisers globally in the coming weeks.

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