Facebook tests topic targeting for in-stream video ads
Facebook is announcing some new capabilities for video advertisers on Facebook and Instagram, as well as new numbers about the potential audience that those ads might reach.
Numbers first: The company says there are now 2 billion people each month who watch videos that are eligible for in-stream ads. It also says that 70% of in-stream ads are watched to completion, with its studies showing that by adding a Facebook In-Stream campaign to ad purchases that already include News Feed and Stories, advertisers saw a median 1.5x increase in ad recall.
When discussing the news with Carolyn Everson, the vice president of Facebook’s global business group, I wondered whether traditional advertisers are comfortable with the company’s metrics. (Back in 2016, the company had to admit that due to an error, it had been inflating video view times, and is still facing criticism about how it handled the situation.)