Facebook Is Beta-Testing a New Self-Service Tool for Publishers’ Direct-Sold Video Campaigns
Early participants in the Audience Direct test include A&E Networks, ESPN, Hearst Television, Scripps Networks Interactive, Tubi TV and their advertising partners
Noting that more than 90 percent of ad inventory for its largest brands are sold via direct-sales channels, Facebook announced Tuesday that it is beta-testing Audience Direct, a new self-service tool to finalize deals between publishers and advertisers for direct-sold video campaigns on publishers’ owned-and-operated sites.
Early participants in the beta-test include A&E Networks, ESPN, Hearst Television, Scripps Networks Interactive, Tubi TV and their advertising partners, and Facebook said results have been favorable so far, citing an early test campaign that yielded Nielsen on-target delivery of 90 percent, compared with the industry average of 59 percent for narrow targeting.
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