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Facebook Introduces New Premium Ad Offering for Video Advertisers

To bank on its expanding video ecosystem, Facebook has launched a new premium video ad program called ‘Showcase.’

Facebook Showcase, lets digital video and TV ad advertisers new ways to target audiences via highest-quality videos.

Ultimately, Showcase is designed to help advertisers buy and measure video ad campaigns using the same processes that premium video and TV ad buyers are familiar with, says Facebook.

Ads are bought upfront at a fixed price and guaranteed to deliver to a specific demographic.

Showcase can help advertisers reach younger-skewing audiences that are increasingly difficult to reach on TV.

In over 3 months, “43 percent who watched In-Stream Reserve-eligible content on Facebook were 18-34 years old, compared to 29 percent of TV viewers,” stated Facebook.

Advertisers can target younger-skewing audiences, age 18+ which are generally hard to reach on TV.

These new ad offerings includes:

In-Stream Reserve – In-stream ads are served as either mid-roll in News Feed video content, or either as pre-roll or mid-roll on Facebook Watch or other content.

Advertisers buy these placements in advance at a fixed cost. These ads are delivered to in-target audiences, which is verified by Nielsen.

On average, Facebook says nearly around 100 million people in the United States watch In-Stream Reserve eligible content each month across Watch, Newsfeed and Pages.

In-Stream Reserve Categories – Allow advertisers reach audiences in contextually relevant content and include sports, fashion/beauty, entertainment, food and news categories along with all of In-Stream Reserve features.

Sponsorships – Allow marketers an opportunity to be an exclusive sponsor of a program for United States audiences. Advertisers can place their ads in specific shows.

Facebook cites a study notes, that Showcase has driven 69 percent average ad recall lift, with a median 10– point incremental lift.

Advertisers also have on their disposal number of options to measure results, like Nielsen Total Ad Ratings, Digital Ad Ratings, and brand lift offerings from Facebook or Nielsen.

Showcase ads shows up on Facebook Watch, and are now available for campaigns targeting in the US.

To learn more about Showcase, advertisers can head over to the Showcase page.

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