Author Topic: Advertisers allege Facebook hid the fact that no one watches video ads  (Read 740 times)

rcjordan

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Brad

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Re: Advertisers allege Facebook hid the fact that no one watches video ads
« Reply #1 on: October 17, 2018, 01:24:53 PM »
>facebook hid the fact

Of course they did.  They are Facebook. This is SOP.

ergophobe

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Re: Advertisers allege Facebook hid the fact that no one watches video ads
« Reply #2 on: October 17, 2018, 04:41:00 PM »
Isn't this true of FB metrics on *everything*?

One word: "reach"

ergophobe

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Re: Advertisers allege Facebook hid the fact that no one watches video ads
« Reply #3 on: October 17, 2018, 04:41:42 PM »
PS - by "this" I meant
Quote
Facebook did not wish to draw scrutiny to its viewership figures because it knows that the majority of video ads on its platform are viewed for very short periods of time—users scroll right past.

I guess the difference is that with clickable ads, you have your tracking code and your own analytics tell you how many people come to your site and what they did. I've never done video ads and I don't have a FB account, so I don't even know - are video ads clickable?

Brad

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Re: Advertisers allege Facebook hid the fact that no one watches video ads
« Reply #4 on: October 17, 2018, 06:30:30 PM »
This ties in with webmasters using videos instead of writing out instructions and FAQs.  Video ads are annoying in the same way.

rcjordan

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Re: Advertisers allege Facebook hid the fact that no one watches video ads
« Reply #5 on: October 17, 2018, 07:26:22 PM »
We wouldn't have watched tv ads if they hadn't been embedded in the viewing sequence. No reason to watch video ads unless you're interested in that specific product, service, or brand.

And the limited phone browsers makes videos even more of a pita.

aaron

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Re: Advertisers allege Facebook hid the fact that no one watches video ads
« Reply #6 on: October 17, 2018, 09:16:25 PM »
This is the big issue for Facebook on a forward basis. Their video inventory is mostly garbage because they have done a poor job sharing revenue or paying enough to get real premium inventory.

For a decade they've got fat margins from eating off free content.

The web was text, then it was images and then it was video.

Billions of people can write a sentence quickly at low or no cost. But as one moves up to more complex media formats the cost grows geometrically with the complexity.

Facebook stunk at getting Instant Articles adoption on news sites because they were too greedy (why not share 100% of the ad revenue with the trusted news publishers as a PR-friendly move & then simply wrap more ads in the feed around the native articles), so there's no way in hell they are going to seriously compete in the long run on long form video.

Facebook has so long gorged themselves on $0 content cost that they don't really have the mindset to compete in video where AT&T & Disney are making huge acquisitions, Google owns YouTube which is intentionally losing money on their TV offering to help move people across, Amazon has a strong video offering & owns IMDB & Twitch, Netflix is spending $8 billion a year on content, etc.

Facebook would likely need to acquire Roku or build out some sort of separate destination site in order to do better with longform video to have solid & sustainable video ad inventory as the web becomes TV.

But each person who subscribes to Netflix or other similar competing offerings is going to be one more person who hates interruptive video ads on other sites.