Facebook Adds More Choices for Video Ad Buyers on its Platform

Taking a page from Google’s Playbook, Facebook won’t charge for video advertisements that aren’t watched till completion

Last Updated: September 27, 2018 @ 5:51 PM

There is no question that Google is the dominant force in advertising. By the end of 2017, the company accounted for more than 44 percent of global online ad revenues. However, not too far behind it was Facebook, which at the time accounted for 18 percent of global online ad revenues.

Now, Facebook is looking to step up its game by taking a few pages from Google’s playbook.

On Thursday, the company announced several new ways to buy and deliver video ad campaigns on Facebook with In-Stream Reserve and ThruPlay.

Similar to Google Ad sense, which allows companies to advertise on the top 5 percent of YouTube videos, In-Stream Reserve, gives companies the option of only advertising on content from “the most engaging, highest quality publishers and creators.” Additionally, it allows advertisers to choose content packages in specific categories, including sports, fashion, and entertainment, as well as specific Facebook Watch shows.

With ThruPlay, advertisers pay only for ads that are watched to completion, or for at least 15 seconds. The program is similar to that of Google’s, which only charges companies if viewers watch the full 30-second ad. ThruPlay is available for all video placements in Facebook and Instagram which includes in-stream, stories and feed.

Both In-Stream Reserve and ThruPlay will be available to all advertisers globally in the coming weeks.

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