It is a tremendous new advertising opportunity – but agencies are going to have to think a little differently if they want to get results from using video advertising on Facebook.<\/p>\n

That’s the message\u00a0the social network itself has been pushing out to agencies<\/a> in the last few months, and agencies appear to be getting the message:\u00a0when silent, auto-playing video ads scroll by with no audio,\u00a0the kind of ads made for TV may not fit.<\/p>\n

“In some ways, you are playing with a limited toolbox,” concedes Sean Bryan<\/a>, the joint chief creative officer of McCann NY. “Most people have the sound off, so you don\u2019t get the benefit of music, of a bold first line of voiceover or an interesting read from an actor.”<\/p>\n

But Bryan, like some others, is starting to see the workaround. “You have to get your point across visually,” he advises. “It really helps to have something compelling, content-wise, to show.\u00a0If you\u2019re just pushing out an ad that\u2019s on mute, it\u2019s not really going to land. But if you\u2019re talking about something that\u2019s interesting and having people pass it along \u2026 that will break through.”<\/p>\n

Bryan has been in the McCann family for 12 years, after a stint at DDB.\u00a0Under his joint\u00a0leadership with Tom Murphy, McCann NY was named to Advertising Age\u2019s Creative A-List in 2013 and also honored as Agency of the Year by the Art Director\u2019s Club.<\/p>\n

Bryan reckons Facebook video is “a tremendous help” and an “incredibly powerful” to spread messages for\u00a0brands.\u00a0He shares some of his agency’s best campaigns through his own\u00a0Facebook profile<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

It is a tremendous new advertising opportunity – but agencies are going to have to think a little differently if they want to get results from using video advertising on Facebook. That’s the message\u00a0the social network itself has been pushing out to agencies in the last few months, and agencies appear to be getting the […]<\/p>\n","protected":false},"author":15,"featured_media":41250,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5775],"tags":[5265,5764,5765],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40142"}],"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=40142"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40142\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/41250"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40142"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40142"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40142"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}