New Facebook Video Ad Plans Revealed

Scott Lambert

A copy of a presentation deck designed by Facebook for marketing its new video ad scheme was yesterday obtained by TechCrunch and has sparked intense debate within the marketing world. It reveals Facebook’s plans to achieve domination in the video marketing world by outpacing its main rivals: YouTube and the entire television business.

Facebook presents itself as having two main advantages: reach and targeting. It now has greater reach than most television networks, especially in key demographics such as the 18 to 24 age group. It can also offer better deals because of its ability to give advertisers direct access to select groups. The only way TV can come close to this is by offering to broadcast ads in particular time slots or alongside particular programs; however, in most cases this is a crude method of targeting and far less effective than focusing on people who have expressed a positive interest in the type of product or service being sold. YouTube also struggles with effective targeting, with its closest approach being the development of user-led channels that viewers may choose to engage with.

In addition to this, Facebook has the advantage of being able to offer space in what it describes as the most attractive online real estate: its news feed. People read this news feed largely for the purpose of enjoyment and keeping up with people and things they care about. Those who click on a video ad in this space will already have made a positive choice to engage with it; conversely, television viewers consume adverts passively or not at all, often choosing to turn the sound off or leave the room to fetch a snack in the time that it takes for the program they would rather be watching to restart.

Finally, Facebook has the advantage of being the single most popular application used on mobile devices, and by a long way. As the mobile market continues to grow dramatically, Facebook is well positioned for getting ads out there to a huge and active audience.

What will ultimately make or break this scheme is the cost of placing video ads on Facebook; as yet, there is no mention of what this cost might be. Many "leaks" are not what they seem and it is possible that Facebook let this one slip in order to get a measure of market reactions before having to make any declarations about money. It is a story that businesses with an interest in what online video could do for them will want to watch closely.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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