Facebook Video Ad Tools Hold Promise for Targeted Views

New features come on the heels of major agency deal

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Facebook video spots are getting new interactive components meant to drive more views for brands. The announcement coincided neatly with the social network’s ad deal with Starcom MeidaVest Group last month, which committed the agency and its brands to hundreds of millions in spending over the next few years—a deal that had a large video-buying component and opened early looks at the latest Facebook products. 

Now, brands can create standard video ads—not to be confused with Facebook's premium auto-play spots—with a “video views” option, which is designed to show commercials to the users most likely to watch them.

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