{"id":11204,"date":"2020-04-03T20:56:11","date_gmt":"2020-04-03T13:56:11","guid":{"rendered":"https:\/\/news.adeptasiaconsulting.com\/?p=11204"},"modified":"2020-03-21T01:18:02","modified_gmt":"2020-03-20T18:18:02","slug":"facebook-announces-new-program-for-premium-video-ads-2","status":"publish","type":"post","link":"https:\/\/news.adeptasiaconsulting.com\/facebook-announces-new-program-for-premium-video-ads-2\/","title":{"rendered":"Facebook announces new program for premium video ads"},"content":{"rendered":"
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Facebook <\/a> is expanding its efforts around premium video advertising with a new program called Facebook Showcase<\/a>.<\/p>\n

This follows the announcement last fall<\/a> of what the company calls In-Stream Reserve advertising \u2014 video ads with a curated list of hundreds of publishers, at a set price, with Nielsen-verified audiences. In fact, Facebook said at a press event today that In-Stream Reserve ads are reaching nearly 100 million U.S. viewers each month.<\/p>\n

\u201cThat\u2019s TV-like scale,\u201d said Head of U.S. Agency Sales Erik Geisler (pictured above). He added that Facebook offers an effective way to reach the younger audiences that are moving away from linear TV, since 43 percent of In-Stream Reserve viewers are between the ages of 18 and 34.<\/p>\n

How does Showcase change things? It combines this video advertising with the ability to run ads on a specific content category (including sports, fashion\/beauty and the new additions of food and news), and to exclusively sponsor individual shows. And now advertisers can buy those ads for the 2019-2020 broadcast year.<\/p>\n

\u201cIt takes In-Stream Reserve from a quarter-by-quarter opportunity [to something] more in line with the upfronts<\/a>,\u201d Geisler said.<\/p>\n

\"Matthew\"<\/p>\n

Matthew Henick, <\/a> Facebook<\/p>\n<\/div>\n

Facebook\u2019s video destination Watch doesn\u2019t exactly seem like a runaway success. In fact, Digiday just reported<\/a> that Facebook won\u2019t be renewing two-thirds of the news shows that it commissioned for Watch. However, Matthew Henick, who leads Facebook\u2019s content and planning strategy<\/a>, said he actually expects news content on Facebook to grow.<\/p>\n

\u201cWe\u2019re not cutting two-thirds of what our final output would be, we\u2019re reexamining previous commitments,\u201d he said.<\/p>\n

More broadly, Facebook has said that Watch is attracting 400 million viewers<\/a> who are watching at least one minute of video each month, and 75 million viewers who are watching at least one minute per day. And those daily viewers are actually averaging 20 minutes per day.<\/p>\n

Henick said that there are \u201cthree main pillars\u201d to Facebook\u2019s video strategy: community, interactivity and the ability to \u201cco-watch\u201d a show with others.<\/p>\n

He also announced a new animated comedy called \u201cHuman Discoveries,\u201d which will star Zac Efron and Anna Kendrick and premiere sometime this year, while also revealing more details about Facebook\u2019s upcoming revival of \u201cThe Real World\u201d<\/a> \u2014 apparently it will also be streaming old seasons of the show, as voted on by Facebook users.<\/p>\n

And while Watch is at the center of Facebook\u2019s premium video strategy, it\u2019s worth noting that Showcase ads aren\u2019t limited to Watch; they can be viewed across Watch, the News Feed and Facebook Pages.<\/p>\n

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Facebook Watch is finally growing as payouts get spread thin<\/a><\/p><\/blockquote>\n