Facebook today announced the introduction of new updates to its video ads. These include automated captioning for sound-off videos, new metrics, in-view buying, etc.
The new automated captioning for sound-off videos generates captions for video ads and delivers them to the advertiser within the ad creation tool to review, edit and save to their video ad. Facebook said its research found that when feed-based mobile video ads play loudly when people aren't expecting it, 80 per cent react negatively, both toward the platform and the advertiser. By including captions, advertisers can increase video view time by an average of 12 per cent, it said.
The new updates also include more reporting and buying options for video ads. For example, advertisers are now able to see the percentage of people who have viewed their videos with sound in Page Insights and will soon be able to see this metric in Ads Insights too.
Facebook also said that Moat Integration and In-View Buying, products announced last year are now available globally.
"Creatively, mobile video draws on the craft skills and experience we’ve developed as an industry building for film, TV and the traditional web and compresses them into a new form designed to immediately connect with an audience; we call this connection the 3-second audition. This audition often takes place without sound so it’s important we use typography, graphics and subtitles to communicate our story so it resonates anywhere, anytime,” said Mark D’Arcy, Chief Creative Officer, Creative Shop, Facebook.
"Numerous studies and campaigns have made it clear that capturing people's attention at the very beginning of a video is the most effective way to advertise in a mobile feed environment. Video advertisers that tailor their creative with visuals that get people to stop scrolling and watch will drive the best business results on Facebook,” said Matt Idema, VP (Monetization Product Marketing) at Facebook.