Facebook Introduces Business Manager and Video Ads

Happy times at Facebook at the moment: The Social Media giant has just topped analysts’ expectations once again. With mobile ad revenues reaching 59% of Facebook’s ad sales, overall ad sales have risen to $2.27 billion in Q1 2014. Despite the network’s success, officials are not resting on their past laurels. In order to improve page and ad management on Facebook a new business platform has been introduced. Ad format-wise, the network has started testing video ads for premium customers.

One Dashboard for all Facebook Marketing Efforts

With Facebook’s new Business Manager both in-house marketers and agencies will benefit from a smartly structured dashboard that enables several parties to collaborate more efficiently. Community managers will soon be able to manage their Pages, apps and ad accounts from one central place. In this new dashboard, marketers can also assign roles to colleagues or external agencies.

For agencies, Facebook’s Business Manager provides a great overview of all clients, their pages, ad accounts and colleagues assigned to the individual campaigns. Generating even more revenue through ads, usability and customer service are determining factors. Currently, Business Manager is only available to a few premium US customers. However, the social network announced an international rollout in the next weeks:

I think that Facebook’s Business Manager is a great step forward. Usability has always been an issue for marketers. We’ll be able to improve our services and work more efficiently.

Premium Video Ads for Timeline

Most users will have noticed that videos start auto-playing on timelines now. At the same time, Facebook also started testing new video ads with a few selected premium customers. In order to offer new ad formats, Facebook officials have decided to let advertisers run 15-second commercial videos. The new video ads will also start playing automatically without sounds.

It will be highly interesting to see users engaging with the newly introduced ad format. Especially with the auto-play function, tests should be run very carefully and videos must meet high quality standards. In order to secure those high standards Facebook has teamed up with Ace Metrix. Together, they will review ads and rate them according to their watchability, meaningfulness and emotional resonance.

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