Facebook gives a New Way to buy In-Stream Video Ads

While mobile devices used to be reserved for shorter, on-the-go content, people now watch longer videos on mobile from the publishers and creators they love. At Facebook, we're investing in an ecosystem of short and long-form video content that's built for the range of ways in which people are watching videos and supports the publishers and creators making the content. For example, last week we introduced Watch, a new platform for shows that will help people discover and connect with more video content. Platforms like these create more opportunities for advertisers to reach people watching long-form videos through in-stream ads.

As we expand our range of video ad options, advertisers have told us they want more control over where their ads will appear—in News Feed or in-stream during a video. Starting today, we're giving advertisers the option to deliver their video ads specifically to in-stream placements in videos on Facebook, on Audience Network or across both.

On both Facebook and Audience Network, more than 70% of in-stream video ads up to 15 seconds in length are watched to completion—most with sound on.¹Using mobile optimized creative that's 15 seconds or less, advertisers can capture consumer attention on mobile, increasing the likelihood that their video ads will be watched to completion. And with Facebook's people-based marketing, in-stream ads are targeted and delivered to the right people at the right time, achieving an average on-target rate of 89%.²

Publishers and creators are tailoring their content to their Facebook audiences as we provide more opportunities for them to engage people with longer content. In-stream video ads on Facebook allow advertisers to reach those audiences within video content uploaded to Facebook by a select group of publishers and creators.

SYFY recently ran a campaign that measured brand outcomes while delivering exclusively in-stream ads for a network level rebranding. This campaign generated an 11-point lift in ad recall, a 4-point lift in message association and an average view through rate of 83%.