While the data from OpenSlate data shows little news content among the most popular Watch videos, Ms. Simo said that was not a “deliberate strategy.”
“News content tends to be on the shorter side, so we’ve seen a lot of news partners have a lot of one-minute videos,” she said. Advertisers are also able to opt out of categories that tend to be closely related to news and politics, like “debated social issues” and “tragedy and conflict,” she said.
The Most Popular Pages With Commercials in December
1. The Lion King
2. Disney Off the Page
3. Bae or Bail
4. Little but Fierce
5. The Daily Goalcast
6. Born Different
7. Newsner.com
8. CHEESE INSIDER
9. Shammi
10. PixarToyStory
11. Andrea Espada
12. Blossom
13. Dear Alyne
14. Newsner Italia
15. Chester Tagg
Source: OpenSlate
Mark Zuckerberg, Facebook’s chief executive, said on an October earnings call that Watch had “really hit its stride.” Still, it’s not yet a hot commodity among ad buyers.
Mr. Manas of Omnicom said that while the service had potential, advertisers were still figuring out how people react to ad breaks in social videos. The agency also wants more control over choosing the specific videos for its clients’ ads, rather than simply being offered genres or other bundles.
Advertisers are also already spending plenty of money with Facebook on display ads and even other video ads, including sponsored posts that appear on the News Feed, said Susan Schiekofer, chief digital investment officer at GroupM, the media buying arm of ad giant WPP.
There are also numerous other online platforms offering original content, from Amazon, Netflix and Hulu to Snap and Google.
“The burden of proof is on Facebook’s end to be able to illustrate to people that they are providing a longer-form video experience,” Amanda Grant, GroupM’s United States head of paid social, said.
Article source: https://www.nytimes.com/2018/12/16/business/media/facebook-watch-advertising.html?partner=rss&emc=rss
Speak Your Mind
You must be logged in to post a comment.