What Facebook video streaming could mean for online advertising.
The new Facebook Watch feature was launched in the US in August last year, and just a couple of weeks ago was revealed that it will be launched in the UK and Europe in the coming months.
The new feature on the phenomenal social media giant is just the latest extension of the platform to directly compete with other video streaming platforms such as Amazon prime, Netflix and YouTube. Just like current platforms, the video streams will range from mini documentaries to live sporting events.
But how will Facebook Watch differ from other video streaming platforms?
- Original video content exclusive to Facebook watch
- Monetized by ad breaks, so users do not pay for subscriptions unlike current platforms.
- Facebook watch will be hyper-personalised thanks to the detailed targeting available within the Facebook platform, in a way no streaming platform ever has been before.
Facebook has over 2 billion active users per month, who check on a daily basis, most often multiple times a day. The scale of the Facebook platform is huge, and any extensions on it is definitely something marketers should feel excited about.
Reports are suggesting the new Facebook Watch platform will be integrated into news feeds, as the platform has seen great success in the past using the news feed to drive success of new features.
This means more and more people will be paying attention to their news feeds, spending more time on the news feed which in turn will increase ad impressions. The increase of impressions, often leads to increased clicks.
The feature also opens doors to highly targeted video advertising. Combining the success and engagement levels of generic video ads, along with the detailed targeting available on the Facebook platform could be a new and exciting extension to online advertising campaigns.
Accompanying targeted video ads with highly targeted static or HTML5 ads is a great way of ensuring your ads are seen in every aspect of the Facebook platform in particular. Running campaigns across all marketing channels is undoubtedly the most effective as you are targeting audiences in all aspects of online, rather than just one social channel. However, extending your marketing within individual channels is also highly effective, particularly if Facebook is one of the main channels your target audience are likely to be.