Dive Brief:
- TubeMogul’s programmatic platform will allow marketers to buy targeted video ads on Facebook and Instagram based on Nielsen TV viewer data for retargeting campaigns.
- From the ads marketers will get results metrics including likes, comments, shares, video completion rates, purchase intent and sentiment.
- In other Facebook news, its Instant Articles app will begin serving video ads, according to a Wall Street Journal report.
Dive Insight:
In regard to the TubeMogul integration with Facebook’s ad platform, TubeMogul CEO Brett Wilson told Adweek, "We think that's what advertisers want. They want holistic buying, they want unified reporting, and they need the help of technology to make sense of this fragmented world that we're living in."
Test partners in bringing the retargeting capability of following TV audiences to social media included Expedia, Lenovo Australia and Kraft on the brand side, and Publicis Health Media and Starcom Mediavest on the agency side.
In separate Facebook news, its Live Video feature is gaining media interest as a way to reach audiences according to a New York Times report. The article pointed to an example of an Atlanta meteorologist updating storm reports on TV as usual, and via a smartphone to a Facebook Live Video audience as well, getting viewership numbers that significantly outpace the news station’s normal online audience.
Video has been a top priority for the social network during the past year, rolling out new products including the live stream option and features such as floating videos that allow users to watch videos as they scroll through their feeds. The one factor marketers across platforms are still grappling with is viewability. During the beta test for the TubeMogul integration, Expedia told Adweek it saw some of the highest completion rates compared to the average rates they see.
And as the Wall Street Journal pointed out in its report about the addition of video ads in Instant Articles, what Facebook is betting on is increased ad impressions thanks to the video component.
“In our conversations with publishers, these changes popped up as the biggest steps we could take to make the biggest impact,” Josh Roberts, Instant Articles product manager at Facebook, told the Journal.
