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Marketing Communications Manager, Southwest Airlines
Not every brand has experienced success with in-feed video advertising on Facebook, but for Southwest Airlines, it has been an effective tactic. With Facebook’s introduction of mid-roll (or in-stream) video ads, the airline faces a tough choice—experiment with the new format, or stick with the strategy that’s worked for them so far. Bethany Evans, marketing communications manager at Southwest Airlines, spoke with eMarketer’s Maria Minsker and shared her thoughts on in-stream ads.
eMarketer: How effective have in-feed video ads been for Southwest Airlines on Facebook and Twitter?
Bethany Evans: For video, we haven’t had success with Twitter. But it’s not that Twitter users never watch video—it’s just that they’re typically looking for small bites of content that they can consume quickly. Facebook is a different story. We’ve seen high engagement and clickthrough rates in the feed. Then again, shorter is better on Facebook as well—the average ad viewing time is about 5 seconds before drop off.
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