Advertisers on Facebook see the emerging method of sequential mobile advertising as a way to better control their branding message with consumers on social media.
Sequential video advertising allows marketers to place targeted video ads in front of a user when they click an ad on their mobile device. Based on what the person clicks, and what the product or message is, marketers are then able to follow up with similar video ads as they hop from one device to another.
By creating a sequence of targeted ads, marketers can build up a pitch from one video to the next — starting with a “pitch” video and ending with a “sell” video intended to close the sale.
VentureBeat spoke to two sources who requested their names not be used because the information they were describing was based in conversations with Facebook executives.
“Video is where its going,” an advertising executive who works with Facebook told VentureBeat. “With unique profile IDs, you have the ability to better sequentially target content for users as they embark on their journey through the social media funnel.”
The same executive added: “Sequential video advertisers gives marketers the ability to place different messages that can build upon each other. This gives you greater control over the delivery of your message.”
Another mobile executive who works with Facebook told VentureBeat that advertisers want to better control, and deploy, product messages. But they are content, for now, in permitting Facebook and others obtain user data to target their ads.
For its part, Facebook uses a combination of its own in-house analytics and partners for the task of ad targeting.
Facebook is able to amass tremendous amounts of user data based on information contained in in its users’ profiles as well as their activity. That includes information on who you interact with and where you like to shop, for example. That data is gold to advertisers, keen to take advantage of Facebook’s 1.2 billion users.
“The writing is on the wall. Sequentially targeted ads are hugely efficient and ultimately cost effective. They have greater relevance for advertisers and better targeting,” said the second source, who has knowledge of Facebook’s mobile ad strategy.
“Anecdotally, it’s very promising. Facebook is putting a lot of effort into it,” the same source added.
Indeed, Facebook bought the video advertising outfit Liverail for an undisclosed sum earlier this month. Liverail’s technology optimizes video ad deliveries for mobile devices utilizing bidding and proprietary data. Liverail was considering an IPO this year but threw in its lot with Facebook instead, media reports said.