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.

In another broadly targeted test using Audience Direct, Facebook saw on-target delivery of more than 90 percent, versus the industry average of 81 percent.

The social network said in a blog post introducing Audience Direct:

Many publishers directly sell a large percentage of the ads on their properties, and we believe there is an opportunity to help them more accurately target those impressions, serve more relevant ads and reduce the waste created by inaccurate delivery.

Built on Facebook’s people-based demographic information, such as age and gender, we are beginning to test a new tool, known as Audience Direct. Audience Direct will be used to facilitate deals between publishers and advertisers for direct-sold video campaigns on a publisher’s owned and operated properties. It is a self-service tool where publishers can share deals with their advertisers and monitor the performance of those campaigns.