DACH

“The dose makes the poison”

By March 2, 2017 No Comments
In the US, Facebook introduces midrolls for live video, while other videos allow publishers to experiment with this form of advertising. Sooner or later, the interruption spots will be available to German Facebook customers. Where are the chances of where the risks? HORIZONT Online has asked media agency experts for an assessment.

Currently, a test is running in the US with selected publishers : the partners can place interruptions in their Facebook videos. The spots start at the earliest after 20 seconds and must be at least two minutes apart for longer videos. Another test , on the other hand, has ended – and has apparently delivered such good results that it is now in series: in the future every US publisher with 2,000 or more fans, who recently achieved at least 300 viewers with a live video, Secluded advertising videos into a livestream. This is only possible if the live video takes longer than four minutes and has at least 300 viewers. For both models, 55 percent of the advertisements go to the publisher, the rest gets Facebook.

From the point of view of advertisers who would like to benefit from the increasing use of moving pictures on Facebook, the new feature is surely a good thing: “Basically, we value this development positively.” Midrolls expand the range of advertising possibilities in the format of moving image in a highly competitive marketĀ  Manfred Klaus , Spokesman of the Management of the Plan.Net Group. However, there is the problem that advertisers also know from other platforms such as Youtube: Lack of environment control. “Customers are sensitized to this, but they are not a KO criterion,” says Klaus.

Now it is so that Facebook users already are not getting very little advertising to see. On the other hand, it was to be expected that Facebook also wants to silver the moving picture boom on the platform. For Boris Meixner , Client Service Director Digital at Starcom, Midrolls are even the only way to monetize Facebook, video inventory. “Since Facebook is experiencing massive headwind in its billing model of the video ads in newsfeed, it is understandable why you are taking this new path for economic reasons,” said Meixner.

Whether the users will participate in it will have to show. Especially since Facebook with the automatic sound activation recently announced another change, Which will put the durability of the users still quite well to the test.

“The format Midroll is learned and established in the market, and also the Facebook users will get used to it, especially since it is within the framework of active video content use Is played. ” Meixner also does not expect any protests: “Prerolls in the newsfeed would be much more deterrent. Perhaps we will also see innovative banderoles or overlays, which however have to be especially adapted to mobile use.” The format Midroll is learned and established in the market and also the Facebook users will get used to it, especially since it is integrated within the framework of active video content usage. “Meixner also does not expect any protest storms:” Prerolls in the Newsfeed would be much more deterrent. Perhaps we will also see innovative banderoles or overlays, which however have to be specifically tailored to mobile use. ” The format Midroll is learned and established in the market and also the Facebook users will get used to it, especially since it is integrated within the framework of active video content usage. “Meixner also does not expect any protest storms:” Prerolls in the Newsfeed would be much more deterrent. Perhaps we will also see innovative banderoles or overlays, which however have to be specifically tailored to mobile use. ”

For Meixner, the success of the Midrolls will depend on how the spots are embedded in the Facebook videos. A crucial factor here is the length of the video, which serves as the environment for the Midroll. Even with 90-second video, the user is “in a sudden state characterized by less attention and a lack of time,” says Meixner. Even with a high-precision targeting, a mid-roll is then an interruption of the content desired by the user, “so you’ll have to pay attention to the interaction and view-through rates.”

Better would be the chances with live videos and in the recently announced Smart TV app of the social network, “because it is exciting long-form content, in which breakers are most likely to be tolerated” Meixner believes. “The dose makes the poison.”

In order to minimize the risk of a defensive reaction to the user, midrolls should generally be no longer than 20 seconds on the desktop or as 15 seconds (mobile), advises Meixner. In addition, Facebook should think about giving users the possibility to skip the commercial. “It would be desirable to have a cost-per-completed view model similar to Youtubes TrueView product.”

And Manfred Klaus points out a further point: “The acceptance will also depend on the content attracts enough attention. It is very likely that the content will be produced in the future in such a way that teasers and dramaturgy will take the users for a look animate.” Irishman In order to minimize the risk of a defensive reaction to the user, midrolls should generally be no longer than 20 seconds on the desktop or as 15 seconds (mobile), advises Meixner. In addition, Facebook should think about giving users the possibility to skip the commercial. “It would be desirable to have a cost-per-completed view model similar to Youtubes TrueView product.” And Manfred Klaus points out a further point: “The acceptance will also depend on the content attracts enough attention. It is very likely that the content will be produced in the future in such a way that teasers and dramaturgy will take the users for a look animate.” Irishman In order to minimize the risk of a defensive reaction to the user, midrolls should generally be no longer than 20 seconds on the desktop or as 15 seconds (mobile), advises Meixner. In addition, Facebook should think about giving users the possibility to skip the commercial. “It would be desirable to have a cost-per-completed view model similar to Youtubes TrueView product.” And Manfred Klaus points out a further point: “The acceptance will also depend on the content attracts enough attention. It is very likely that the content will be produced in the future in such a way that teasers and dramaturgy will take the users for a look animate.” Irishman Midrolls should generally be no longer than 20 seconds on the desktop or as 15 seconds (mobile), advises Meixner. In addition, Facebook should think about giving users the possibility to skip the commercial. “It would be desirable to have a cost-per-completed view model similar to Youtubes TrueView product.” And Manfred Klaus points out a further point: “The acceptance will also depend on the content attracts enough attention. It is very likely that the content will be produced in the future in such a way that teasers and dramaturgy will take the users for a look animate.” Irishman Midrolls should generally be no longer than 20 seconds on the desktop or as 15 seconds (mobile), advises Meixner. In addition, Facebook should think about giving users the possibility to skip the commercial. “It would be desirable to have a cost-per-completed view model similar to Youtubes TrueView product.” And Manfred Klaus points out a further point: “The acceptance will also depend on the content attracts enough attention. It is very likely that the content will be produced in the future in such a way that teasers and dramaturgy will take the users for a look animate.” Irishman To allow the users to skip the commercial. “It would be desirable to have a cost-per-completed view model similar to Youtubes TrueView product.” And Manfred Klaus points out a further point: “The acceptance will also depend on the content attracts enough attention. It is very likely that the content will be produced in the future in such a way that teasers and dramaturgy will take the users for a look animate.” Irishman To allow the users to skip the commercial. “It would be desirable to have a cost-per-completed view model similar to Youtubes TrueView product.” And Manfred Klaus points out a further point: “The acceptance will also depend on the content attracts enough attention. It is very likely that the content will be produced in the future in such a way that teasers and dramaturgy will take the users for a look animate.”

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