The document discusses the evolution of video consumption on Facebook, highlighting a significant rise in mobile video views and the platform's enhancements for advertisers, including real-time metrics and video ad features. It emphasizes the importance of combining various ad formats for impactful storytelling and optimizing video content to drive specific business outcomes. Furthermore, a case study on McDonald's demonstrates effective targeting and campaign strategies that led to substantial audience engagement.

1. Facebook VideoSight, sound and mobile
Facebook Preferred Reseller in Russia
and participant of Facebook PMD
accelerator program

2. Trends

3. Evolution of media consumption

4. Leading mobile video platform
532%
growth in global
mobile and tablet
viewing in the last 2
years
More than 65%
of Facebook video
views are
happening on
mobile
>3b views
every day
76% of
people say
Facebook is where
they discovered
the last video
they watched

5. Video landscape is changing

6. Brand marketers are turning to Facebook
Source - Social Bakers, January 2015

7. Video ad format

8. News about video
Auto-play as people scroll through their
News Feed
Publicity displaying a video’s view count
Video ranking in News Feed was
improved
Additional related videos when
someone finishes watching a video

9. For publishers
A “video view” is defined as a view of three
seconds or more and will appear for all videos
More detailed metrics - real time for more
comprehensive reporting
Call to action - tool, allowing content creators to
invite people to visit a destination, such as a
website, after the video ends to learn more,
watch more or make a purchase.
Sequences - remarket people who have watched
your video
Reach and frequency tool / optimize for video
views helps to deliver right stories to the right
people at the right time

10. Video outside Facebook
With the Embedded Video Player you can
easily add Facebook Videos to your website.
You can use any public video post by a page
or a person as video source.

11. The value of video for brands
Nielsen analyzed data on how video
ads affect brand metrics.
Some people see the video but
don’t stick around to watch it.
Others watch part of the video and
move on. So how do you quantify
the total value of a video ad online,
where reach and views are often
different?

12. Substantial lift in all metrics

13. 74% of total campaign value - people who
watched under 10 seconds

14. Combinations that work
Evaluate the “right” combination for your brand and key
business outcomes.
Prioritize overall campaign objectives for creative impact:
before creating a campaign, marketers identify the metrics
that matter most to business objectives.
Measure, learn and evolve your marketing by testing and
iterating.
Combine creative for impact: video has a role in telling your
brand story, but the strongest campaigns use a
combination of relevant ad formats, such as static and
moving imagery, to drive key business objectives.

15. Case study

16. Mcdonalds
McDonalds used a unique
World Cup targeting cluster to
promote its play-of-the day
French fry videos to people
most likely to engage with the
content
125m unique people reached
100m people on mobile
150 countries reached

17. Borjomi
Tool: optimize for video views
Cost per video view 0,013$

18. What fits you?

19. Drive awareness
Drive consideration
Drive Action
Advance people through marketing funnel
Optimize for views or optimize for predictable reach and controlled frequency.
Move people who watched your initial video toward consideration by showing
them a second or third video.
Include a call-to-action inviting people to interact further with your brand

20. How to buy video on Facebook
Objective Tool
Reach Reach and frequency tool
Viral video Optimise for video views
Direct Response Video + call to action tool
App Downloads Video + Install now button
Driving conversions Video + Static image
Storytelling Video sequences

21. Facebook ads works!
There is no
better way to
check, than try.
www.aitarget.com