Facebook just announced some new features for video ads aimed at helping advertisers better communicate their messages and capture viewers' attention. These include automated captioning for sound-off videos, new metrics, and Moat integration/in-view buying.
A spokesperson for Facebook said in an email, "The new tool generates captions for video ads and delivers them to the advertiser within the ad creation tool to review, edit and save to their video ad. Our research found that when feed-based mobile video ads play loudly when people aren't expecting it, 80% react negatively, both toward the platform and the advertiser. By including captions, advertisers can increase video view time by an average of 12%."
In the new metrics department, the spokesperson said, "Advertisers are now able to see the percentage of people who have viewed their videos with sound in Page Insights and will soon be able to see this metric in Ads Insights too."
Moat integration and in-view buying were announced last fall, but are now available globally. This means, according to Facebook, 100% in-view impressoin buying with verification from analytics provider Moat. You can read more about that here.
Facebook has a blog post up that delves further into the new features and includes some tips for building video creative for the mobile News Feed.
In other Facebook video news, the iOS Pages Manager app now supports live streaming.
Image via Facebook