Other than Google, few digital companies have the ability to reach an entire populace, which classically could only be found on TV. If Facebook’s plan works, it could lure in tons of ad revenue as marketers shift their focus from television to digital.
“Avoid saying anything negative about YouTube – leave the impression of the user experience up to them” Facebook tells its adtech partners in a leaked, confidential deck that teaches them to sell Facebook’s video ads. The 32-page document details Facebook’s plan to beat television with reach and YouTube with targeting, and spills the beans about an overhaul to video insights slated for Q1 2014.
Facebook slams other digital properties, stating ”A lot of time is spent by people on mobile with Google properties, YouTube, Yahoo!, MSN, AOL, Twitter and Pinterest…And more total time is spent on mobile on Facebook and Instagram than all of those combined.” It’s that scale, the ability to reach hundreds of millions of people quickly, that Facebook hopes will attract the world’s biggest advertisers.
Facebook’s pitch for video ads breaks down to three things, as explained in this excerpt from the presentation:
1.You want to be where people are. Changing consumer behavior should shape where you spend your marketing dollars.2.You want to reach all of the people who matter to you. Facebook has unparalleled targeted reach.3.You want to be in the most engaging digital real estate, which, as you just saw, is Facebook’s News Feed.
One of the social network’s greatest assets is its trove of ad-fueling personal data. Users pour demographic and interest data into their profiles to share with friends and be found, but Facebook also leverages that data to be able to pinpoint them with relevant ads. Taking a dig at YouTube where a lot of demographic data is inferred indirectly and not always accurately, Facebook writes “In narrowly targeted campaigns, the average online reach is 38% accurate, but on Facebook, our average reach is 89% accurate.”
Facebook also touts that users volunteer to watch video ads on its platform instead of being required to watch on YouTube, so the impressions should be valued higher. “When you use video on Facebook, these are chosen views – the consumers clicks to play or scrolls through to watch the video as compared to an ad on YouTube interrupting the user experience and feeling forced.”
It may not be the platform with the biggest reach, targeting, or engagement that captures the ad dollars fleeing television in print, but the one that can best prove its ads actually work.
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