Facebook announced this morning that it is allowing advertisers to target mobile consumers with video ads. Yup, full-video commercials are coming to your Facebook app on both iPhone and Android.
The ad type is targeted at companies promoting their mobile apps: “Potential customers will be able to click play to watch a video featuring your mobile app before installing the app,” Facebook’s Radu Margarint posted this morning. “Video creative has proven to be an effective way to drive engagement in News Feed, and we look forward to helping developers use their video creative to find new app installs.”
This is probably not as big a deal as it may sound, since not much will change with the ad format itself. Now, instead of an image, there’s simply a clickable movie still. If you don’t tap, there’s no video — it’s not autoplay, which would be guaranteed to annoy. Still, it’d be nice if Facebook’s feature beta customer for the new video ad type was not a digital casino, which leaves a slightly bad taste in the mouth:
“In our early tests, we found that using video in our mobile app ads resulted in increased install rates and decreased costs per install,” John Clelland, a marketing VP for DoubleDown Casino said in a statement. “We’ve seen tremendous success with mobile app ads and are looking forward to using video to make them even more engaging with rich media like video.”