A new update to Video Ads on Facebook could be a boon for advertisers. The more and more content, ads, options that get pushed out there the less and less time and attention your stuff will get. Opportunity is constantly shrinking so it’s up to the advertiser to find new and different ways to engage the customer. We’re day trading in attention here so the key is to find out what will grab a user and what will keep them the longest because that’s going to give you the best opportunity to drive a conversion and make a sale.
This new update to Facebook Video will essentially allow users to watch a video and click through to view your website without waiting until the video ends or having to leave Facebook at all. It opens up a split screen option so users can view your website while still watching the video in their browser, uninterrupted.
I’m predicting this will have a huge positive effect on the percentage of videos viewed. People don’t have to interrupt what their doing or wait any extra time to learn more, they can watch the entire video all while multi-tasking on the brand’s website to find what they need quickly. Keep in mind this is only for clicking on a video link ad on iOS. Facebook is also saying that “In early testing, advertisers have seen a significant decrease in cost per click and cost per conversion.” So initial results are looking good at least.
The same experience goes for Mobile App Install Ads, rather than waiting for the video to end and/or sending a user to a separate experience, they will be able to watch the video in split screen while (on iPhone only) opening up the App Store to download the app, all while still watching the video simultaneously. Efficiency at its finest.
Full release from Facebook below:
Updates to Video Link Ads and Mobile App Install Ads
We recently launched a new experience for video link ads in the website click and website conversion objectives that creates a more engaging experience for people when completing lower-funnel objectives. When people click on a video link ad on iOS, they can now browse your business’ website while watching the video from the ad, uninterrupted. People no longer have to stop a video mid-way or wait for the video to end to visit your website. In early testing, advertisers have seen a significant decrease in cost per click and cost per conversion.
Additionally, we have made improvements to the video experience for mobile app ads. In the past, when people tapped on your video mobile app install ad, the video would play in full screen. To improve the experience both for people and our advertisers, we have updated this design. Now on iPhone only, when people tap on your mobile app ad with video creative, they will be taken to the Apple App Store with your video creative still playing in a split screen.