Facebook auto-play video ads grows like an embryo.
It's obvious that Nine (9) months after Facebook debuted auto-play video ads, one major brand utilizing them is willing to put the social media platform on par with YouTube when it comes to video ad performance.
"YouTube and Facebook are equal players now, or at least close to it," Ron Amram, senior media director of marketing, Heineken USA, told Adweek. "What we're finding is that we have to consider Facebook as the key video partner going forward because not only does it have the reach but the effectiveness."
Here's why he's bullish on Facebook's nascent promos: While pushing Heineken Light to 21 to 34 year olds in the United States in October, the brand's digital spots—in three days—were exposed to the newfeeds of 35 million Facebook users, producing 5.5 million views, according to Amram. That means 16 percent of the people reached watched the spot.
"This is the first time we've looked at [Facebook] as part of our digital video strategy overall," he said. "It complements television very well but also goes beyond it."
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