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Facebook Launches Tools for Building Mobile-First Video Ads, Updates Video Ad Targeting Options

Facebook is rolling out a set of tools designed to help advertisers create mobile-first video ads as well as providing updates to the ad targeting tools and education that align with the advertising principles.

Facebook emphasizes the benefits of running video ads optimized for mobile devices stated, “We’ve found that mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile.”

The new Video Creation Kit, developed by the Creative Shop team, will allow advertisers to use existing still images and text assets and converting them into lightweight mobile-first video ads that are optimized for either the Facebook Feed or for Stories on Facebook and Instagram.

“The Video Creation Kit enables you to turn existing image and text assets into mobile-optimized videos, framed in 1:1 for feed environments or 9:16 for stories on Facebook and Instagram,” stated Facebook.

In the screenshot below, you can see new mobile-first video ads creation flow:

Facebook Mobile-first video ads creation tool flow

Advertisers can use four new templates in the Ads Manager to create effective mobile video ads optimized to achieve the following business goals:

  • Promote a product: A 6 second ad with a focus on a key product to generate interest and sales.
  • Sell multiple products: A 6 second ad that shows a selection of products, promote a special offer and drive sales.
  • Show product benefits: A 15 second ad designed to highlight product features, use case studies or explain how a product works.
  • Drive product discovery: A 15 second ad designed to bring a brand to life and share what makes your product unique.

These templates can be accessed in Ads Manager within the single video and sideshow formats, and are also available under Publishing Tools on a brand’s Facebook page.

Another new tool, “Video cropping ,” designed to help optimize the framing of video ads by cropping videos to the recommended aspect ratios within the Facebook’s ad creation flow. “Video ads can be cropped to 1:1 and 4:5 for feed, 16:9 for in-stream and 9:16 for stories. ”

Simple video creation tool is designed to quickly create templated videos directly from business Page asses such as photos and company logos. It’s best suited to advertisers who create ads directly from their business Page, specifically on mobile.

As part of this tool, Facebook offers a done-for-you way to create eye-catching video ads that requires no effort at all. When boosting a post, simply selecting the “animate” option will turn it into a video automatically. Then, this created video can be customized further according to business needs.

Before you head over to try these new video creation tools, watch the video below for more information on usage:


Facebook new non-discrimination policy for advertising

This education was designed in consultation with outside experts to “underscore the difference between acceptable ad targeting and ad discrimination,” says Facebook. Adding, it will share more targeting updates as it will refine these tools for people and business, in the coming months.

Now, Facebook is making this new certification a requirement for all U.S. advertisers to complete to continue advertising on its platform.

The certification will become available gradually via the Ads Manager tool In the coming weeks. It will be expanded to additional countries and to advertisers using other tools and APIs, over time, the company said.

Facebook also rolled out a new Ad Archive API, for researchers and journalists to more easily analyze Facebook ads related to politics or issues of national importance.

The API offers ad creative, start and end date, and performance data, including total spend and impressions for ads. Additionally, it also shows the demographics of people reached, including age, gender and location.

The new API is initially launched to a group of publishers, academics and researchers in the US.

And, it will become more broadly available later after Facebook gets input from this group and learn “what’s most useful and how to improve the API.”

Also, this input will form a basis for an “Archive” report that the company plans to launch starting in September.

Those interested in the API, need to apply request access using this form.

In other Facebook news, the company has announced that it has “removed 652 Pages, groups and accounts” for coordinated inauthentic behavior on Facebook and Instagram.

Some of the activity originated in Iran, while some in Russia, and “targeted people across multiple internet services in the Middle East, Latin America, UK, and the US.”

Also, Facebook has banned an app called “myPersonality,” for sharing information with researchers as well as companies with only limited protection.

The app was mainly active prior to 2012 and did not respond to Facebook’s request to audit.

As a result of this ban, Facebook says it will begin to notify “roughly 4 million people who chose to share their Facebook information with myPersonality that it may have been misused.”

Since March, the company has suspended over 400 apps due to “concerns around the developers who built them or how the information people chose to share with the app may have been used.”

Facebook is now investigating these in much greater depth.

Facebook also now have restrictions in place through a change in policy and expansion of App Review process that prevents from sharing information with apps “if a user hasn’t used them in 90 days.”


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