Facebook unveils tool to target video ads to the people most likely to watch them
Facebook will automatically optimise the targeting of ads to the people most likely to view videos on Facebook, the company announced amongst a series of new brand marketer tools.
Another tool will provide page managers with the ability to predictably manage the size of their audiences and the number of times those audiences are shown their ads.
The social giant said the changes - which also include better engagement tools – will “increase awareness, affinity and brand lift”.
Facebook's product manager Fidji Simo said in a blog post: “Advertisers have already been seeing great success with our video ads on Facebook, both with our regular video ads as well as premium video ads. With these new enhancements, marketers can take people on an even deeper journey with their brand, by encouraging people to take an action right after they’ve watched a video, and sending them a targeted brand message later on.”
Advertisers will also be able to encourage people to engage more deeply with their brand and products by adding a call-to-action, inviting people to learn more and visit a destination of their choice after viewing the video, such as a specific page on a website.
The new features for video on Facebook, as well as reach and frequency buying, will roll out to advertisers globally in the coming weeks.