News KW 49
Facebook rethinks Pre-Roll Ads; more data on Google Trends; Twitter counts video views
We dare to look into the future, or rather into the year 2018, because according to the current survey of members of the Organisation Werbetreibende im Markenverband (OWM), advertisers are looking optimistically into the new year – and moving image advertising in particular will benefit from this. In the coming year, online videos (increase: 68 percent) and mobile videos (increase: 58 percent) can expect increased investments. Well, happy New Year!
Not surprisingly, since the market continuously invests in moving images – as our news of the week shows.
Facebook checks the use of Pre-Roll Ads
So far, Facebook founder Mark Zuckerberg has been rather negative about Pre-Roll Ads. With regard to the autoplay function of the videos, this is a logical conclusion – since moving image advertising would be played automatically in every user’s newsfeed, there is a good chance that this would deter the users. But now the social network might test exactly this form of advertising – as part of their “Facebook Watch” format.
Why the change of heart?
Facebook recognized the incredible power of video at an early stage – a force that connects people, stimulates conversations and promotes community. That’s why the US company also introduced Facebook Watch, a new platform specifically for shows. Facebook Watch is available on your mobile phone, desktop and laptop, as well as in Facebook’s TV applications.
A platform for shows only – so it’s not far to think about the principle of pre-roll ads. According to onlinemarketing. de, mini-rolls are currently being played here – but these are usually not viewed to the end. So why not work with the upstream video advertising, a form of advertising that is tolerated by users of the video platform YouTube.
Whether and how Pre-Roll Ads are used on Facebookhas not beein reveled by the company. But at the latest we will know more as soon as the test phase is over – for example, whether Pre-Roll Ads are only intended for Facebook Watch or the entire platform.
More real-time data on Google Trends – including for YouTube
Google adds new filters to its trend data. From now on, users can find real-time search trends for specific keywords in YouTube, news and picture searches as well as Google Shopping. Google wants to open more data to show what is being searched for worldwide.
“We open up more data to show what people in the world are looking for as they search for it […].”, writes Google in his ” The Keyword “blog.
It’s easy to use: enter a search term in Google Trends and select the desired result in the Trends search bar. From there, you can now select the search trends by image search, news search, Google Shopping and YouTube search from the “Web Search” drop-down menu.
Twitter starts viewing video views
Even if it’s just a small change on the platform – Twitter has started counting and displaying video views. Admittedly, this is not an innovation for advertisers, as most brands already have access to specialized Twitter data that provides them with videos views. However, the change is another way for the Social Network to make the service more attractive to its users.
Twitter made a number of changes to the platform this year, including an increase in the character restriction for tweets from 140 to 280 characters – with the goal of generating more tweets and a higher level of engagement. The new View Tool could now be a measure to encourage users to post more videos – because moving images are becoming more and more important.
In counting the video views, Twitter adheres to the standards of the Media Rating Council, says AdAge.com. One view corresponds to 2 seconds of playtime with at least 50 percent of the video on screen. The counts will not be shown on live streams or special shows of media partners such as BuzzFeed and Bloomberg.