Facebook Video Ad Spends Rising
The third quarter of 2015 marked the first time spending on Facebook video ad spending topped spending on photo ads, according to SocialCode, a Facebook Marketing Partner.
SocialCode attributed the surge in Facebook video advertising by its clients to the social network’s introduction of target rating point buying for video ads, which enables advertisers to buy Facebook ads much in the same way they purchase spots on television.
The company found that Facebook video ad spending accounted for 29% of its clients’ Facebook ad spending in the third quarter, up from 23% in the second quarter of 2015 and from 14 percent in the third quarter of 2014.SocialCode added that advertisers spent 206% more on Facebook video ads during the first three quarters of 2015 than during the same period in 2014.
Facebook Hits 8 Billion Video Views/Day, Challenges YouTube
Did you know?
- More than 1 billion people use Facebook every single day
- 1.39 billion people now use Facebook on mobile devices, including more than 1 billion on Android
- There are 8 billion daily video views on Facebook
- More than 500 million people watch videos on the site daily
- In September 2015, over 1.5M small businesses posted video to Facebook, including native uploads and video ads.
Zuckerberg wanted to make it clear that Facebook is focused on investors, who are focused on advertisers, who are focused on reach – particularly mobile reach. It’s clear that he wants video advertisers to use “views” as a standard metric, even though comparing YouTube views and Facebook video views is like comparing apples to oranges.
Zuckerberg also stated that new video tools for Facebook pages are live, and that the site has been testing a dedicated video section. He confirmed that:
“Over the next few years, video is going to be some of the most engaging content online. And by continuing to innovate here, we have a chance to build the best place to watch and share videos”.
Yep, he just declared war on YouTube, which allows over a billion people to discover, watch and share originally-created videos. The big difference between the two is YouTube focus on helping people discover videos – and YouTube’s Content ID program, which ensures that what gets discovered are “originally-created videos.” Facebook is focused on watching and sharing videos.
Sheryl Sandberg, Facebook’s COO, shared a couple of more nuggets of news. She stated that revenue from mobile ads was up 73% year on year to $3.4 billion and grew 73% year-over-year. That means that mobile accounts for around 78% of Facebook’s total revenue from advertising. So, Facebook is focused on mobile.
“The average American adult spends 25% of their media time on mobile, and Facebook and Instagram together continue to account for over 1 in 5 minutes on mobile in the US”.
Mobile, mobile, and mobile. Get it? Got it? Good. Sandberg stated that Facebook was a good fit for marketers as it has “the best performing mobile ad products, and video is making them even better”. She believes that Facebook video gives the marketer a chance to reach a mass audience, with great cross device targeting and measurement”. “Our third priority is making our ads more relevant and effective. Carousel ads show multiple images, and now videos, and drive 30% to 50% lower cost per conversion than single-image link ads”.
Video marketers are indeed faced with a two-party system. According to eMarketer, global mobile ad spending is expected to be $72.1 billion this year, and Google’s share of this market is projected to be 33.7%, while Facebook’s share is forecast to be 17.4%. And, according to comScore, the Top 6 – and 8 of the Top 9 – apps in the U.S. are owned by Facebook or Google.
Today, some casual observers may mistakenly believe that it doesn’t matter whether you choose YouTube or Facebook video. But, there’s a big difference between YouTube’s and Facebook’s world view of video marketing and video advertising.
Facebook is primarily focused on advertisers. Facebook is focused on views – and says a “view” is reached at the three-second mark whether or not the viewer has even turned on the sound. In contrast, YouTube has a more balanced concern for partners as well as advertisers. YouTube also has a more balanced concern for giving viewers choice over which ads they watch and connecting brands with a more engaged audience. In fact, with TrueView ads, you don’t pay for random impressions or maybe-they-saw-its. The viewer has to choose to watch your video or there’s no charge. YouTube not only urges advertisers to go beyond impressions and clicks, it also offers Google’s Brand Lift solution to help them measure brand awareness, ad recall, and brand interest.
Finally, if you’re looking for a recent example of the impact of video ads, check out this one: P&G’s Gillette generated buzz for its latest razor, Gillette BODY, by targeting a rapidly expanding audience of body-grooming men. With a digital-first strategy anchored by YouTube TrueView ads, Gillette reached millennial males with their “100 Years of Hair” video ad.
The results: over 84% of the 13.5 million total viewers finished most of the video, there was a 211% lift in searches for the Gillette brand, and the video ad generated over 500,000 clicks to buy.
Vancouver Online Video Production
Are you looking to work with the best Vancouver Online Video Production company for your Website Video or Social Media Video efforts? Look no further. BizBOXTV has produced hundreds of internet & online videos for business and corporate video clients in Vancouver & right across Canada… + we want to help Broadcast Your Brand too!
BizBOXTV.com is a leading Vancouver, Calgary, Edmonton Victoria, Nanaimo, Kelowna Online Video Production Agency – We broadcast the BEST local businesses + brands across Canada + Worldwide, online.
Vancouver Online Video Production
BizBOXTV.com is an innovative new media company that, for the first time ever, gives businesses the ability to bring their story to the masses in a creative, professional & affordable way. BizBOXTV is Mastering the Power of Vancouver Online Video Production through the immense reach of the Internet. Backed by a dedicated group of professional journalists, camera experts and editors, BizBOXTV is committed to producing quality marketing & advertising video that informs, engages & entertains. Our team knows the best way to capture the essence of who you are & what you do, and we do it through creative storytelling, and targeted online distribution. BizBOXTV puts your business in front of consumers searching for what you offer.
We offer a variety of customized solutions to suit specific web broadcast and marketing needs for businesses of all sizes and industries. Whether you are interested in single video for a website, or an all-inclusive Vancouver YouTube Video Ad & Facebook Video Advertising solution – BizBOXTV Vancouver Online Video Production has a solution for you.
Broadcast Your Brand™
FACEBOOK VIDEO ADS: a game changer
Facebook is stepping up it’s video ad game in a big way. The social media giant has announced advertisers will only be charged if a video is viewed for at least 10 seconds vs being charged after a video would auto-play in the newsfeed for at least 3 seconds.
This, compared to YouTube‘s 30-second rule has recently resulted in Facebook video ads getting way more views vs those published on YouTube.
Facebook insists its video ads provide value the moment they’re displayed, but the platform has opened up to the 10-second option because of feedback from advertising partners. Facebook notes Nielsen research proving that video ads have value even if consumers view Facebook video ads for less than 10 seconds — noting powerful brand awareness increases.
The massive potential for online video advertising growth has made competition more stiff among key players in recent months. Other social platforms are also starting to move heavily into video advertising too: Twitter recently announced its own video ad product, and will only charge advertisers if 100% of the video appears on a user’s screen for a minimum of 3 seconds.
BizBOXTV Video Advertising clients have found success on both Facebook & YouTube / Google Display Network platforms, depending on their advertising objectives and goals. As the digital world continues to evolve, we keep our fingers on the pulse to ensure our clients continue to stay ahead of the game & capture the market.
Odds are that you don’t need stats to prove video is exploding on Facebook, however. Just scroll through your own News Feed. Video is everywhere.
The amount of video posted from people and brands to Facebook’s News Feed increased 260% year-over-year, Facebook recently reported.
With the proliferation of video on Facebook, it’s becoming increasingly important for businesses to incorporate it into their marketing strategies.
Facebook Media reported that more than half of all daily Facebook visitors in the U.S. watch at least one video a day. In fact, the number of video posts per person increased 94% in the U.S. over the past year. Further, 76% of Facebook users say they use the social network to discover videos.
Consumers want video, and Facebook has become the platform of choice for watching and, more importantly, sharing.
Brands are now posting to Facebook directly, rather than sharing YouTube videos on Facebook.
According to Socialbakers, brands posted more videos to Facebook than they did on YouTube last December.
Businesses don’t need gigantic advertising budgets to get videos in front of the right audience either. Facebook makes it easy for businesses to target nearby and relevant customers (so you aren’t paying to promote your videos to people that wouldn’t use your product) and track viewership as a tool for increased ROI
Massive Potential Awaits Canadian Advertisers With Facebook Video Ads
Canada loves it’s internet… and it’s social media. In fact, Canada was one of the first countries to fall head over heels for Facebook, and now, more Canadians log into Facebook every day than anywhere else in the world.
As a business owner, if you’re not reading this and immediately making the connection between where people are and where you should be… you should be.
What else is key to know? Facebook loves, loves, LOVES video content. Facebook video ads can be posted, watched, shared and engaged with, right within the platform. Facebook has watched this digital consumption evolution, and the social network is starting to further emphasize video’s importance and potential with Facebook Video Ads.
Facebook says it averages a billion video views every single day, with 2/3 watched via mobile. Facebook video views increased 50% between May through July 2014.
To highlight this milestone, Facebook said this week it’s going to start showing video view counts, offer deeper video analytics for publishers and will recommend additional videos to watch after you’ve seen one… all tweaks to increase Facebook Video Ad consumption by the public, and make the use of video more attractive to businesses.
All of this means even more potential for businesses and brands that use video in their marketing and advertising efforts… and highlights expansion in the digital video space beyond video giant YouTube.
Even Beyonce agrees.
Queen Bey’s Management Company said that Facebook has ‘become the primary platform’ they use to communicate with fans. This comes on the heels of a behind-the-scenes video released via both Facebook and YouTube last summer.
Beyonce’s Facebook video earned 2.4M views in a few hours while YouTube’s views trickled in by comparison, earning just a few thousand.
Why is this? Fans spotted the video, watched it, and then shared it with their friends… increasing it’s exposure via Facebook news feeds.
Facebook Video Ads also present massive potential for Facebook as a business (it also just bought video adtech company LiveRail for somewhere between $4-500M in July) but also for business owners. It’s an amazing way to get a message across and provides a more immersive experience vs static status updates and photo posts. This also goes for the success rates of graphic Facebook Ads vs Facebook Advertising that utilizes video. Video is the most powerful medium available today.
All of this could further convince advertisers who love the video aspect of television and the social aspect of Facebook… their money may be better spent on social video – and Facebook Video Ads might be a great place to start.
Facebook users are impacted by video ads even before viewing them for a full second, according to a Nielsen study commissioned by the social network’s marketing science team.
Facebook explained the motivation behind the study in a Facebook for Business post:
Online channels like News Feed changed how people consume content, giving them the power to decide what content (including ads) warrants their attention. If they don’t like what they see, they scroll past it. And even if they do stop long enough to see a video ad, people respond differently to videos. Some people see the video but don’t stick around to watch it. Others watch part of the video and move on. So how do you quantify the total value of a video ad online, where reach and views are often different?
Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness and purchase consideration. This means that even people who never watched the video but did see the impression were still impacted by the ad. And, as expected, lift increased the longer people watch the ad.
The data shows that people who watched under three seconds of the video ad created up to 47 percent of the total campaign value, and people who watched for fewer than 10 seconds created up to 74 percent, depending on the metric. That means that while lift continued to increase the longer people watched, people didn’t have to watch a whole video to be affected by the ad. Even video views under 10 seconds effectively build awareness and drive purchase intent.
Finally, Facebook provided the following takeaways for marketers:
As people consume digital content differently, it’s clear that video view counts alone don’t tell advertisers enough about the value driven from digital video ads. Marketers should experiment with shorter ad creative to drive value for their brand, keeping in mind that value increases the longer people watch. And as always, advertisers should continue optimizing ads for campaign goals, but going forward, they also need to look deeper than view counts to measure total campaign value.
Every part of a video view — from the initial impression to a complete video view and everything in between — drives value.
Understanding this helps advertisers build content and evaluate success.
Facebook reached a new high last month with almost 558 million video views, according to comScore’s February 2013 US Online Video Rankings.
For the month, Facebook was second with 61.2 million unique video viewers — well behind Google/YouTube’s 150.6 million uniques. Facebook’s 558 million video views was third overall, way behind Google/YouTube’s 11.3 billion and AOL with 570 million video views. Facebook is near the bottom when it comes to engagement, with an average of 19.9 minutes per viewer (MPV) during February. The only Top 10 video site with lower engagement is Amazon at 12.6 MPV.
Facebook video production views wasn’t the only online video record last month. ComScore says Google/YouTube set a new high with more than 2.2 billion video ads delivered in February — almost a quarter of the overall 9.9 billion video ads that were shown during the month.
Are you looking for a company to create your business/brand’s Facebook Video Production?