It's Go Time for Facebook Autoplay Video Ads - eMarketer

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It's Go Time for Facebook Autoplay Video Ads

More advertisers are happy with Facebook's support efforts

March 25, 2015

Facebook autoplay video is reeling in advertisers, based on Advertising Age and RBC polling conducted in February 2015.

Likelihood that US Marketers Will Purchase Facebook Autoplay Video Ads, Feb 2015 & Sep 2015 (% of respondents)

While just 9% of US marketers said they already purchased autoplay video ads on the social network, the majority were somewhat (33%) or very (21%) likely to purchase such placements in the next six months. This put the percentage of respondents who viewed autoplay video ads positively at nearly two-thirds. The strong interest supports RBC research released at the end of August 2014, which estimated that Facebook would sell $700 million worth of autoplay video ads this year alone.

Still, this leaves Facebook with a substantial 38% of marketers who still need to be convinced that autoplay video ads are worth it. And the social network may be able to do that, as other industry sources report increases in interaction with video ads on the platform. According to an analysis by Kinetic Social, paid video placements maintained a higher clickthrough rate (CTR) than all other types of US Facebook ads served to desktop and mobile via Kinetic’s platform throughout 2014.

Clickthrough Rate (CTR) for US Facebook Ads, by Ad Type, Q2 2014-Q1 2015 (based on impressions served by Kinetic Social)

In Q4 2014, for example, Facebook video impressions saw an average CTR of 2.13%—up 180% year over year. In comparison, average CTR for second-place photos was 1.91%. Video had expanded its lead throughout the year, too.

RBC and Ad Age found that, overall, advertisers were growing increasingly happy with Facebook’s support efforts. Nearly half of respondents said the social network’s support for advertisers had dramatically or somewhat improved in the six months leading up to polling, up from 44% in June 2014. Only 13% said it had deteriorated, compared with 18% who said the same eight months prior.

eMarketer estimates that this year, just over six in 10 US internet users—or 157.1 million people—will access Facebook via any device at least once per month, representing 87.1% of social networkers. By 2017, the majority of the US population (50.7%) will be Facebook users.

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