Users meanwhile, will have more buying and reporting options within video ads to help ad makers understand users’ preferences. Our research found that when feed-based mobile video ads play loudly when people aren’t expecting it, 80 percent react negatively, both toward the platform and the advertiser.
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The biggest new feature is automatic captions.
Facebook recommends their advertisers to take those studies into account when they create video ads, so they can effectively increase their chances to get to their audience in a positive way.
It’s true, advertisers are still getting used to mobile video.
After its Q3 results past year, the company said that more than 100 million hours of video are being watched on Facebook every day.
Facebook is rolling out a tool that automatically captions video ads, Engadget reports.
With the help of Facebook’s caption, you can now get the context of the video while you scroll through your silent feed.
Furthermore, due to the preference of mobile users for videos that play with no sound, it’s now very likely that your next video campaign will be muted when most people see it.
The problem? While users prefer to not have video autoplay with the audio on-especially on Facebook-that makes it pretty hard for advertisers to grab people with an interesting piece of content. It’s a lot easier to skip by some movement on your phone when you can’t hear what it is. Facebook’s automated caption tool will roll out in the weeks ahead, initially for American English captions. Previously, advertisers were only able to add captions to Facebook video ads by embedding captions or uploading their own caption files. Here, Facebook gave the example of Seda Sunsilk ads, which utilized hair style tutorials to appeal to its target market of young Brazilian females. Nearly half of the value of a video ad is delivered in the first three seconds, according to research that Facebook commissioned from audience ratings and research company Nielsen.
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Facebook’s native video player often leads to users uploading third party videos rather than just sharing links to them. Now, marketers can place ads with sound on other platforms, while some ads can even be made specially for Facebook and its captioned ads function.
