Facebook pitches brand safety features in video ad offerings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 15, 2021, 5:09 PM GMT+0

The platform is pushing its latest creator programs and new shows. To prove to advertisers that it is more than just a social media platform.

At the recent Interactive Advertising Bureau marketplace event, Facebook pitched to marketers how its video ad offering fits into the connected TV and streaming space. While promoting video ads, Facebook has also emphasised its video brand safety features.

In Facebook’s in-stream video ads, marketers can control where they appear using tools “topic exclusions”, allowing brands to avoid subjects that offend their sensibilities. With the help of Facebook’s “topic targeting”, brands can choose the subject of the videos in which they appear.

Facebook’s Bianca Bradford claimed they have industry-leading brand-safety policies and transparent reporting to ensure ads are running in a high-quality environment. Volvo USA’s head of media planning, Ryan Ibanez said, “We were impressed to find that our TV-plus-Facebook strategy drove higher incremental reach and ad recall than TV alone.”

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