The video ads that Facebook
began testing back in December
are coming. The social network announced that starting today, a “select group of advertisers” will be able to post video ads that will appear in your Newsfeed
and last up to 15 seconds.
Like the other videos that you see in your Newsfeed, these video ads will autoplay silently as you scroll past them. If you click one, it will open in a full screen view and play with audio.
What’s interesting about this launch, though, is that Facebook is not using the same old web metrics to measure their impact. Instead, Facebook is selling and measuring the ads in much the same way TV advertisers do, and the Nielsen Online Campaign Ratings (OCR) system is involved.
Facebook is also using a company called Ace Metrix to “review and assess” each ad’s creativity and engagement. “Ace Metrix will allow us to objectively measure the creative quality of the video in the Facebook environment, and highlight performance indicators for advertisers such as watchability, meaningfulness and emotional resonance,” wrote Facebook’s Susan Buckner in a blog post. “We’re taking this step in order to maintain high-quality ads on Facebook and help advertisers understand what’s working to maximize their return on investment.”