ADDING UP ON FACEBOOK: Facebook is officially in the video advertising game, having pulled the trigger on its Premium Video Ads program Thursday. The company, which began testing video ads in December, said it would tread lightly in users’ news feeds. “Each 15-second video ad will start playing without sound as it appears on screen and stop if people scroll past,” said the company. “If people tap the video, it will expand into a full-screen view and sound will start. People can expect to begin seeing these new ads over the next few months.”

The ads are similar to TV ads and are bought based on a system of targeted gross rating points. Delivery is measured by Nielsen Online Campaign Ratings and what advertisers pay is based on what Nielsen measures. “We’ll roll out Premium Video Ads slowly and monitor how people interact with them,” the social media giant said. The company’s already barreling ahead with its advertising efforts. Fourth-quarter ad revenues shot up 76 percent to $2.34 billion.

This story first appeared in the March 14, 2014 issue of WWD. Subscribe Today.

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