By Gemma Browne
Last week, Facebook announced their latest updates to the platform’s video ads – and we’re excited!
According to Facebook, people watch over 100 million hours of video on Facebook per day. Along with consumers’ growing control over what content they watch and for how long, the speed and effectiveness of a brand’s video ad is more important than ever.
The changes see the introduction of two new features: automated captions and more reporting and buying options for video ads.
So, what are automated captions and why should brands care?
According to recent research, when feed-based mobile video ads play loudly, 80 percent of viewers react negatively to the platform and the advertiser. Based on this research it is important that brands ensure their video ad content does not require sound to share their message effectively. In addition, captioned video ads increase video view time by an average of 12 percent. Previously, advertisers were only able to add captions to Facebook video ads by embedding captions or uploading their own caption files. Soon, advertisers will have the option to add captions to their videos through an automated captioning tool.
The additional reporting and buying options include new reporting metrics that will allow advertisers to see the percentage of people watching their videos with sound, plus the 100percent in-view buying option is now available worldwide. 100 percent in-view impression buying gives advertisers the option to purchase ad impressions where the entire ad (from top to bottom) has passed through a person’s screen in News .