Dive Brief:
- Continuing its focus on video in general, and video ad revenue specifically, Facebook now sells autoplay video ads through third-party apps.
- Facebook earned almost $3 billion from mobile ads in the second quarter, and added products that potentially could expand that reach, including auto play video ads.
- The social network giant is also looking to leverage native video ads for apps.
Dive Insight:
Facebook has expanded its Facebook Audience Network with new products that allow marketers to purchase ads across a spectrum of Facebook apps as well as third-party apps. The main new product is an autoplay video ad sold via the network and served to those third-party apps. According to the Menlo Park, Calif.-based company, native ads now represent over 80% of impressions in the Audience Network.
"Over the past six months we have seen increased publisher adoption of native ads with [about five times] more apps now using native ads than the start of 2015," Erika Washburn said in a Facebook blog post about the news. "Starting today, by upgrading to the latest SDK for iOS and Android and utilizing the new MediaView, publishers can now bring the autoplay video ads experience from Facebook directly to their apps."
Other formats available to marketers include click-to-play videos with an interstitial image and carousel ads.
