Just when you thought Facebook couldn’t cram advertisements anywhere else on their News Feed, they have. Coming this summer: Facebook video ads! With the power to rapidly expand to cover your window, disrupt your music with autoplay technology and annoy even the most diehard Facebook user.
Are you a business looking to increase your social media marketing? Would you be interested in 15-second video advertisements on Facebook? Do you have $1 million dollars? No? Then keep your goals and ideas to yourself, Zuckerberg is only looking to play with the big kids.
Facebook isn’t new to the marketing world, they know that one product can’t target every demographic, which is why they’ve created four different markets for companies to choose from: women under 30, women over 30, men under 30 and men over 30. According to Adage, The social network could be making a minimum $4 million dollars a day just by running four video ads. These videos will be seen a maximum of three times a day by each user. Many commenters from Adage ask what brands people will be subjected to, and most have speculated about three scenarios. Here’s our breakdown:
1. The Ads are Assigned En Masse Based on Age and Gender
This would be the worst case scenario. Men under 30 would suffer through ads for Axe Body Spray, Dr. Pepper 10 and Miller Light, while women over 30 would be plagued by videos hawking yogurt, diet plans and kitty litter. Users across the board have no choice in what they are sold as they have been neatly categorized by gender and age.
Of course, if this is Facebook’s criteria, they’ll have to court marketers who appeal to overly broad audiences and create products that can be found everywhere: the Coca-colas, the Geicos and the Androids of the world.
2. The Ads are from Pages that Users Already Like
If done right, this could be a fun – and expensive – way to communicate with fans. Starbucks could use the ads to announce the introduction of holiday drinks or Old Spice could use the platform to launch their newest viral video. User reaction would go either way depending on the type of video. It would either go viral or fans would be driven to unlike a brand if the video is poor or the ad is too invasive. The million dollar plan could backfire.
3. The Ads are Targeted Based on Further Demographic Data
If Facebook does have brands lining up with their millions, this option could be a happy medium. Users have no choice in what videos they see, but the ads are relevant to their interests and lifestyles. Men over 30 who are in a relationship could see a video for 1-800 Flowers a week before Valentine’s Day. Facebook would still target a large demographic, but they would narrow down the wants and needs of users.
Marketers would want to tread carefully when setting their goals for the video ads. Is it worth $1 million to increase the number of likes on a fan page? Do they want users to leave Facebook and visit their website? Are they simply trying to build brand awareness?
Keep an eye on Facebook ads this summer; it will be interesting to see if brands jump on the chance to shell out millions and how users react to them.