What’s the Deal with Facebook Connected TV Ads?
Digital advertisers have always dreamed of combining social media and TV advertising. Can you imagine if TV commercials had Facebook’s ad measurement and targeting capabilities? Once this fusion seemed impossible, but today it is becoming a reality due to Facebook’s product update. The update includes connected TV on Facebook's placement options which will allow advertisers to present video ads to the users’ TV.
An Overview on Connected TV
So, you must be wondering, "What exactly is connected TV?"
Connected TV uses the Internet to obtain content that is unavailable in a person’s cable package. This content can include services like Hulu, Netflix, Amazon, and HBO Go. Presently, connected TV that already stands includes Roku, Apple TV, and Amazon Fire TV. Recently, these platforms have become extremely popular for viewers who like to stream their favorite shows and movies. Connected TV will be an economical alternative to cable packages for the people who prefer streaming.
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Upon advertisers selecting connected TV as their placement option, the ad will show up within the apps of Facebook’s Audience Network partners. Some of these partners include Lifetime, History, and A&E.
Even though Facebook has the Facebook TV app, the connected TV ads will not appear there. Instead, advertisers will need to pick either brand awareness, engagement objectives, or video views to run a connected TV ad. Then, they will choose Edit Placements or Automatic Placements. If they select Edit Replacements, the advertisers will need to check the devices with Audience Network.
Keeping Brand Safety in Check
At this point, some advertisers may feel a bit unsure about their ad's content emergence. For instance, a business selling children's toys will most likely not want their ad to appear in a horror movie. If advertisers worry about brand safety, they may use Facebook’s block lists and category blocking. This will restrict ads from appearing in content that may endanger their brands’ images.
Connected TV Today
In 2016, Facebook announced that it will allow ad placement within connected TV and that ads will show up on Roku and Apple TV. At that particular time, placement was unavailable to advertisers. Things have changed since then.
Today, the connected TV placement option is available just in the United States. Because connected TV is test only, as of right now, it may not be readily available to all advertisers. The ads will appear in the form of in-stream video ads for advertisers to whom connected TV is available. Additionally, video ads will take place before or during a video and advertisers must make sure that the videos are no longer than 15 seconds because they are in-stream. Advertisers must also obey Facebook’s creative requirements and ad specs including: an aspect ratio of 16:9 and a maximum resolution of 1080 pixels.
Why Should Advertisers Pick Connected TV
Facebook’s connected TV ads will allow advertisers to bring Facebook’s targeting and measurement tools to the world of TV advertising. Advertisers will use Facebook’s targeting options to target their goal viewers, just like with regular Facebook ads.
After all of this, Facebook will even shoot to match targeted viewers in their houses with the connected TV. Following the running of the ad, advertisers will receive a Connected TV report within Business Manager. This will show all available standard video metrics.
On top of all of this, advertisers will be able to target an attentive lean back audience. This audience will be composed of viewers that will likely watch the entire video. The lean back audience members are likely sitting on their couches waiting for their shows to resume.
Shaking Up the News Feed
Facebook has recently investigated placement options outside of the News Feed. The company has exposed advertising to live videos, Marketplace, Messenger home, Audience Network, Instagram Stories, and Watch before connected TV’s creation. The efforts to seek alternatives outside the News Feed took life after Facebook noticed that News Feed was quickly becoming cluttered and overpopulated. This caused more distractions from the desired users’ attention and higher bids for ad spots.
Facebook is hopeful that connected TV will free up some space.
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