Facebook Watch: Building Connections Through Video
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Every day, millions of people come to Facebook Watch to discover, watch and share videos. For people, Watch is where content, community, and conversation come together. For brands this presents an opportunity to build stronger online relationships with people. Businesses across industries are building their brands among hard to reach audiences, through Facebook’s In-stream video solutions. Stephanie Worthy, Facebook US Agency Video Activation Lead, explores the video content and experiences we’re investing in to build a thriving ecosystem and shares how advertisers are seeing success in this session.
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Facebook Watch: Building Connections Through Video
- 1. Facebook Watch BUILDING CONNECTIONS THROUGH VIDEO Stephanie Worthy VIDEO ACTIVATION LEAD
- 2. This year we found more ways to connect
- 3. Watch is personalized, just like your news feed
- 4. Watch is home to a diverse publisher video ecosystem
- 5. ORIGINALS + TENTPOLES Watch Originals Publisher/Creator collaborations made for Facebook COMMUNITY-GENERATED CONTENT Not Monetized The video ecosystem + publisher video FUNDED + LICENSED CONTENT Major League Sports highlights Late Night show clips News clips and series PARTNER-GENERATED CONTENT Creator content Current event explainers Fan theory videos Tutorials/How-tos Comedy videos
- 6. POPULARITY INTENTIONALITY RETENTION QUALITY ENGAGEMENT BRAND SAFETY In-Stream Reserve is the Best of Facebook’s Video
- 7. The In-Stream Reserve Audience Has Grown 130M+people 18+ in the US watch ISR-eligible video on average per month₁ 49%of In-Stream Reserve reach made up of 18-34 (compared to 18% inTV for the same demo)₂ 46%of targeted Facebook reach was delivered to LightTV viewers₃ ₁ : Facebook internal data. US only, people 18+. Apr 4th, 2020 - June 29th, 2020. “In-Stream Reserve video viewers” are defined as people that spent at least one minute watching a video at least 3 minutes in length, from an in-stream reserve qualified Page. Nielsen 2019-2020 Total US TV Universe Estimates, P18+ ₂ : Nielsen Total Ad Ratings (TAR) Meta Analysis commissioned by Facebook; 27 measured Facebook In-stream Reserve campaigns in the US from 4/2/18 - 10/6/19; F18-34, F25-54, P18+, P18-34, P18-49, P21-54, P25+, P25-54 ₃ : Nielsen Total Ad Ratings (TAR) Enhanced Segmentation Meta-Analysis commissioned by Facebook; 24 measured Facebook campaigns in the US from 04/02/18 – 10/06/2019; viewing tercile by heavy, medium and light TV viewers, light TV viewers includes both light and non-viewers combined; F18-34, F25-54, P18+, P18-34, P18-49, P21-54, P25+, P25-54. Heavy, Medium Light viewers defined on a campaign basis by dividing number of minutes viewed into terciles (non-viewers go into light). Aggregate is an average of campaign level calculations.
- 8. In-Stream Reserve helped Michelob Ultra grow awareness among people who watched TV rarely or not at all incremental reach to TV campaign 15% more efficient thanTV at reaching people aged 25-54 7.3X of reach delivered to light- or non-TV viewers 39% Source: US campaign, Apr 8, 2019-Jun 30,2019
- 9. Pronamel incremental reach overTV campaign of reach delivered to light TV viewers on Facebook compared to TV 27% 29X incremental lift in ad recall among people exposed to TV and In-Stream Reserve versus TV alone 6pt incremental lift in purchase intent among people exposed toTV and In- Stream Reserve versusTV alone 6pt Source: Facebook Case Study, July 31, 2020
- 10. Build Reach and Be Relevant Nielsen Demos Geography Interests Custom Audiences
Editor's Notes
- Our content strategy has evolved over the last few years, from a focus on live sports and originals to an ecosystem approach that provides both content breadth and depth. Our ecosystem now looks like this: Partner generated, licensed content and our original series. There is publisher video content within each of these content categories. Let’s talk about each bucket. Partner generated The vast majority of our monetized content is partner generated. This is content that our publisher partners create and distribute on the platform and monetize in partnership with us. Targeting the right person with the right content at the right time requires that we provide audience choice through massive content diversification. Example publishers in this category: Buzzfeed Tastemade Refinery29 Funny or Die ==== Funded/licensed content – This is where the majority of our content budget will be placed moving forward, targeting culturally relevant content at scale across the globe. With growing demand to connect around music on Facebook, we also introduced music videos in Watch to everyone in the US, India and Thailand. The music destination in Watch lets people explore music videos by genre, artist or mood, and features themed playlists. Earlier this month, Katy Perry debuted her new “Smile” music video exclusively on Facebook to millions of fans. Example content in this category: NFL + NBA + MLB + NHL + MLS + PGA Highlights/Game Recaps Late Night + News + Entertainment from major broadcasters and cable networks ===== Originals and Tentpoles – This is our brand-building, award-winning video content that we spoke about earlier (e.g., Red Table Talk). This is light-house content that we partner with big name talent to produce, but is more scarce in volume. While Originals continue to be strategic, it is a smaller part of our overall content ecosystem. Example Facebook Watch Originals Red Table Talk Huda Boss Steve on Watch Steph vs The Game Sneaker Hustle ====describe video from any of these categories that would be of most interest to the client====
- Today we’ll focus on Reserve, which allows you to buy our best publisher video inventory upfront or in the scatter market at a fixed rate, offering… Relevance + Engagement Through highly personalized content at scale, reach younger audiences. Effective, Efficient Brand Building This is a complement to your video investments that will help you build your brand in a landscape where it is more challenging to stand out and gain incremental reach, with very little waste compared to TV. Brand Safe + TV-Like Buying ISR offers our highest level of brand safety measures and is bought on Nielsen-guaranteed in-demo impressions, transacted on an insertion order to integrate into the ways you already buy premium video.
- Geographical targeting based on FB Native Targeting, inclusive of DMA’s (inclusion and exclusion targeting), state/regions, cities, postal codes, addresses, or congressional districts Guidelines: The total combination of the targeting segment needs to be 10% or more of our Reserve audience, inclusive of the DMA’s that are being used