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Graham Mudd from Facebook: Brands need to insert their message as quickly as possible before users move on
11 de febrero de 2016
Facebook began offering two lines of captions in automated videos for free in branded content, which could be a new way to offer users more reasons to watch videos instead of just scrolling by. The social network recently revealed that users are watching more than 100 million hours of video per day and that 500 million people watch videos every day. For Graham Mudd, Facebook’s Ad Products Marketing Director, this means that brands need to insert their messages before users move on. According to internal tests conducted by Facebook, captioned video ads increased video view time by 12 percent on average.”In a feed-based environment, people are in control of what they consume” Mudd told Adweek. “So, unless you focus on earning that attention, really through relevance, you’re not going to succeed as much as you would otherwise” said Mudd.Together with video, mobile is now more important than ever and mobile ad revenue now accounts for 80% of Facebook’s overall ad revenue. However, Mudd said that it is still common for advertisers to simply repurpose video that has been made for and aired on television, but since mobile is a different experience, it requires different types of video. “We have seen brands achieve much better business outcomes and attention rates when mobile video formats are taken seriously” he said.
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