Starting from today, Facebook is introducing 15-second premium video ads for advertisers. Though it is starting with a select group of advertisers, it expects to roll it out to all pretty soon. Facebook started testing Premium Video Ads as a way for advertisers to drive branding objectives on Facebook in December.
According to Susan Buckner of Facebook, “Premium Video Ads are designed for advertisers who want to reach a large audience with high-quality sight, sound and motion. Each 15-second video ad will start playing without sound as it appears on screen and stop if people scroll past. If people tap the video, it will expand into a full-screen view and sound will start.”
Premium Video Ads are bought and measured in a way that’s similar to how advertisers already buy and measure ads on TV. The ads are bought based on Targeted Gross Rating Points to reach a specific audience over a short period of time. Delivery is measured by an independent third party, Nielsen Online Campaign Ratings (OCR), and advertisers only pay based on what Nielsen OCR measures.
It is expected that people can expect to begin seeing these new ads over the next few months.
You can watch a demo video of how it works here
