Audience Direct is a new Facebook tool being tested to
help media companies sell video advertising on their own websites, apps, and
other digital properties. Marketer can log on to the system purchase ad space
from specific publishers (self service). This has the potential of cutting out
the middleman and streamlining the process.
Additionally, marketers can also specify which type of
users they would like to reach, based on Facebook’s data. You can target
specific demographics with your ads using this tool.
Video publishers, Hearst, A+E Networks and Scripps
Networks Interactive; are currently trialing the system with their advertising
clients, according to Facebook. The terms of these agreements are still a work
in progress, but it is likely Facebook will take a piece of the action
(revenue) from the transactions it helps facilitate. This has the potential to
become profitable depending on how many ads it can put in your news feeds.
Facebooks advertising is evolving; it is looking to
license sporting rights to feature videos separate from users’ feeds, and it is
also introducing mid-roll advertising within video across its platform. The slice
Facebook gets from these strategies are TBD, but it was a $10b market last
year. These tools come at the same time Facebook is reconciling the
questionable content ads sometimes windup beside.
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