Facebook targets TV advertisers

Social giant launches range of products designed for video campaigns

Tags: Facebook IncorporationUSA
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Facebook targets TV advertisers
By  Stephen McBride Published  September 28, 2015

Facebook launched a range of advertising services yesterday, designed to appeal to television advertisers, Reuters reported.

Facebook's pitch to advertisers is that their ad dollars are better spent on mobile than TV, since the bulk of their target audience spends more time online than watching television.

The social giant will concentrate on its mobile strengths, using its image-sharing service Instagram to deliver most of the products.

According to comScore, Facebook is the US' most used mobile app, with 125.7m unique users per month. Facebook Messenger and Instagram are also in the top 10. According to Reuters, more than 75% of Facebook's annual ad revenue comes from mobile.

In appealing to video advertisers, Facebook will be going after a growing market that is set to surge 13% to almost $15bn by 2019, according to eMarketer. TV ad spend is still expected to be much greater in 2019, at $78bn, but its growth over the period is projected to be much smaller, at 2%.

The growing appeal of online video campaigns is their ability to target key demographics, because of the large amount of data gathered by ad platforms.

Among Facebook's new mobile-ad products are: brand-awareness ads; mobile polls for feedback on ads; and a feature that allows users to scroll through multiple videos.

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