Facebook Added a Premium Option for Its In-Stream Video Ads

Brands can ensure placement with the ‘highest-quality publishers and creators’

A Nationwide in-stream ad on Facebook Watch show Strangers
Facebook

Facebook unveiled some new options for video ad campaigns on its platform.

The social network said in a blog post that over 70 percent of its in-stream ads are viewed to completion, most with audio enabled.

Those ads are delivered as mid-roll for News Feed videos and as either pre-roll or mid-roll elsewhere on the platform, including video destination Facebook Watch.

Brands can now opt for In-Stream Reserve, which ensures placement in videos “from a selection of the most engaging, highest-quality publishers and creators,” bought in advance and delivered to in-target audiences that are verified by Nielsen.

Facebook said In-Stream Reserve is a great option for premium online video and TV buyers, particularly those targeting younger, harder-to-reach demographics and light TV viewers.

Brands can also use In-Stream Reserve categories to select content packages in specific categories, such as sports, fashion/beauty and entertainment.

In-Stream Reserve is currently available to select advertisers targeting audiences in the U.S.

Facebook also announced that it is testing an option for brands to advertise—or be the exclusive advertiser—on a single Facebook show.

This option is currently being tested on original Facebook Watch shows including Ball in the Family, Returning the Favor and Red Table Talk.

Finally, the social network is rolling out a way for advertisers to optimize their campaigns and only pay for video ads that are watched to completion, for at least 15 seconds.

ThruPlay is available for all video placements in Facebook, Instagram and Facebook Audience Network, including in-stream, Stories and feed.

Facebook said in its blog post, “Because people can skip or scroll past ads in feed and stories, in those placements, ThruPlay is particularly effective for reaching people who choose to watch your 15-second ad in full.”

ThruPlay is currently being rolled out in Ads Manager for both auction and reach-and-frequency buying, and it will be available to all advertisers globally in the coming weeks.