Facebook to launch TV ads following success of mobile video

Anne Freier

In Mobile Advertising

November 9, 2016

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On the back of its mobile video success, Facebook is set on conquering TV advertising next. The firm plans to begin delivering ads to streaming platforms such as Apple TV and Roku.
Facebook to roll out TV ads
Source: socialmediaweek.org
From this week, the social media giant will start to roll out video ads to appear on apps that run on these services. For now, Facebook will just be testing the service to get a better idea of how to deliver such ads via its Audience Network to OTT video apps. It confirmed that it hasn’t worked out the exact details of formats or video lengths just yet.
For the trials, the company has connected with publishers A+E and Tubi TV.
A spokesperson confirmed:

“We are testing how to best deliver video ads through Audience Network to people watching content on connected TVs. Our goal is to bring relevant ad experiences to people both on Facebook and off.”

The move could present a meaningful expansion to the firm’s Audience Network. Indeed, video apps on set-top boxes have long included ads, but Facebook now wants to ensure those ads are much more targeted via its already existing targeting data.
Over the last few years, OTT services have been expanding rapidly, but so far advertising capabilities haven’t been as targeted as on mobile devices. That’s about to change.
However, the firm is facing some hurdles such as establishing meaningful partnerships with streaming services to roll out its ads. After all, most of the big players in the OTT space have their own ideas when it comes to marketing. With TV being one of the most lucrative advertising formats still, it may be a difficult undertaking to capture large players such as Apple TV.
However, the move is certainly good news for investors and may set Facebook on track to achieve its $30bn in projected revenue next year.