Facebook video Ads now on Connected TV

Facebook is actually testing a new ad placement for videos : in steam videos on Connected TV’s.

 Available only for some advertisers, this new placement allows 15 second in-stream video ads that appear before or during a video on Connected TV’s.

These ads will appear in Facebook’s Audience Network app partners such as A&E, Lifetime, and History.

For advertisers, this means new ad space available with less clutter (for the moment), so probably lower ad costs.

Even if this placement provide with the same targeting options and measuring tools than classic Facebook ads, in-stream videos remain a more intrusive ad type that might not have a positive effect on brand image. 

Snapstore: an in-app merchandise store with Snapchat products

Snapchat recently launched Snapstore in Discovey section : the store is more dedicated to build loyalty for the brand and test the potential of the store in order to maybe offer more ads opportunites to advertisers in the future. Possibly interesting for brands with e-shop platform to test a new approach.

Instagram : carrousel format in Stories ads

The format, already available on Facebook and Instagram newsfeed, will allow to include 3 pieces of media in their ads. Currently in Beta, it will be soon available to all if successful. The current Stories ads are limited (max 15 sec.), but with the possibility to include 3 videos and/or photos (could be more in the future), advertisers will  be able to show more of their product/service, or create interactive and engaging experiences for users.

This new format seems appropriate for awareness purpose or engagement with users, but might not be optimal to drive traffic to the website. Story ads placement is not saturated yet (as Facebook and Instagram might be): it could be an opportunity for advertisers to stand out from competition.

https://business.instagram.com/blog/carousel-ads-for-instagram-stories/

Facebook: organic reach calculations will depend on viewability

Facebook has introduced changes in the measurement of organic reach of brand pages. Until now it relied on a counting of the number of times that a post appeared in the newsfeed. As of now (Feb 2018), the reach value will depend on the number of times that the post appears on screen. According to Facebook may the new process have an impact on stats van some brand pages, resulting in lower values than in the past.

Deep links ads on Snapchat

To compete again with Facebook, Snapchat enlarged again its ad offer with a new format. App install was already available on the platform, but now advertisers can go a little bit further with deep links, to re-engage users who already downloaded the app and give them a more personalized experience.   

App-install ads on Snapchat seems to generate better results compared to other social media platforms, with more time spent on the app, better in-app engagement and a lower cost per app install.

But those results might be due to lower competition between brands on Snapchat than on Facebook, and only a parallel test on both platforms could confirm it.