Facebook Live ad formats on the cards, but there’s a while to wait

The Drum caught up with Steve Hatch, director of UK and Ireland at Facebook, to discuss the commercial plans for its Live platform and more.

Hatch said Facebook Live had been received “really well” by users so far, however was clear that the company is still developing and experimenting with the new live-streaming platform, much like it has done with its other products.

"First off we start off with creating a great experience for the community, then brands come into that organically,” he explained. “We’re really starting to see brands do that now.”

He explained that the introduction of ad formats would be introduced much later down the line at "step 98".

"Right now we’re very much in stage one and two of experimentation and learning of what is an incredibly compelling offer," Hatch said. "Between step three and 97, we’re working to iterate what works best for brands and what works best for the community."

Hatch added he was incredibly proud of Facebook’s new partnership with Dunnhumby, as well as the teams that made it happen. He stated: “What that partnership does is give us very hard, robust evidence that marketers can use to grow their brands and measure their effectiveness [through Facebook]."

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