Marketers are about to start getting more out of their social media ad spend dollar.
Facebook Inc. today responded to marketers’ concerns about advertising on its social network by rolling out a new premium ad buying option that lets advertisers pay only when their entire ad has passed through a user’s screen in the news feed.
The new ad format is available for every type of ad that Facebook delivers in the news feed, including video ads.
In doing so, the social network is following the lead of Twitter and YouTube. Facebook has long been reluctant to embrace 100% visibility as an ad delivery measurement, arguing that even partially visible ads influence consumers.
“While it remains our belief that value is created for an advertiser as soon as an ad is in view, we also believe in offering advertisers control and flexibility over how they run their ads,” the social network writes in a blog post announcing the news.
Facebook also announced a new relationship with ad analytics firm Moat, which will independently measure Facebook video ads. Moat will verify both video ad views and how long consumers viewed the ads to assure marketers that they know how their video campaigns are performing.
The social network says that in time it will scale Moat verification to other news feed ads, including those bought with the 100% in-view impression option, as well as to Instagram.
Both the 100% in-view impression option and Moat video ad verification will soon, Facebook says.