LAS VEGAS — These days, consumers recognize silent auto-play is becoming a standard for videos delivered in feeds. But advertisers are still trying to find the true value in a format that nobody clicked and nobody heard.<\/p>\n

Ad holding group WPP’s chief Sir Martin\u00a0Sorrell recently said Facebook<\/a>,\u00a0the biggest exponent of the format, “has a lot of work to do” to\u00a0demonstrate effectiveness,\u00a0saying\u00a0it was “ludicrous<\/a>” to declare such videos watched after\u00a0only three seconds.<\/p>\n

Now, as part of the solution,\u00a0Facebook is\u00a0trying to help agencies think differently about how to use the ads better.<\/p>\n

“We believe this is a problem worth solving,”\u00a0Facebook global agency development director Patrick Harris tells Beet.TV in this video interview at the International CES show, where Facebook gave a\u00a0presentation guiding\u00a0advertisers to better use of the ads.<\/p>\n

“We don\u2019t have all the answers. That\u2019s what we\u2019ve been seeking to get this week in working with our agency partners.\u00a0How do you build long-term brand equity in a mobile world with sound-off and auto-play?”<\/p>\n

Harris’ answer doesn’t appear to be\u00a0rejigging the measurement criteria or sound-off nature of auto-playing video ads themselves – he suggests that comes with the new mobile territory. But Facebook is giving advertisers guidance and making some\u00a0tweaks to\u00a0make better creative use of the format. Amongst them:<\/p>\n

\n
• “Teaching them… instead of putting that celebrity\u00a0at the end of the 30 seconds, put them in the first three seconds.”<\/li>\n
• “We’re starting to turn on things like captions. Rather than figure out what people are saying in the commercial (with sound off), could you have subtitles and captions … that allow you to figure out what’s going on contextually?”<\/li>\n<\/ul>\n

  “The way you build brand equity in mobile is going to be very different from the way you did in TV.”<\/p>\n

  Facebook reached<\/a> an impressive eight billion daily video views in November, double the rate seen in April.<\/p>\n","protected":false},"excerpt":{"rendered":"

  LAS VEGAS — These days, consumers recognize silent auto-play is becoming a standard for videos delivered in feeds. But advertisers are still trying to find the true value in a format that nobody clicked and nobody heard. Ad holding group WPP’s chief Sir Martin\u00a0Sorrell recently said Facebook,\u00a0the biggest exponent of the format, “has a lot […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5580],"tags":[5279,5265,5392,2782,2801],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/37251"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=37251"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/37251\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=37251"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=37251"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=37251"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}