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Facebook rolls out new video ad options

Showcase, the new Facebook product is designed to help advertisers connect through the video platform of the social network: Facebook Watch, with carefully selected premium audiences, through long-lasting, high-quality video content.

Facebook Watch currently has more than 400 million viewers per month.

75 million of them consume around 20 minutes of daily video on the platform.

Facebook is committed to the creation of original premium content designed to initiate conversation and unite communities.

The original content of Facebook Watch is integrated with personalities of the caliber of Catherine Zeta-Jones with her comedy Queen America.

Zac Efron and Anna Kendrick appear in Human Discoveries, Sofia Vergara in 365 Days of Love with Sofia Vergara, Stephen Curry in the documentary series Stephen vs the Game and Elizabeth Olsen in Sorry For Your Loss.

This new era also includes an hybrid with interactive television, with programs like World’s Most Amazing Dog and the reboot of MTV’s The Real World.

The difference here is that the viewer will be able to vote in real time to add or remove new participants to the reality house.

The contents of Facebook Watch will try to fight the competition in traditional television.

The versus that we all want to see

The case of Red Table Talk led by Jada Pinkett Smith, who a few days ago won the exclusive interview with Jordyn Woods, resulted in more than 31 million views and more than 800 thousand interactions between reactions, comments and shares.

But there is more.

Based on this new type of online content, Facebook Showcase gives advertisers the possibility to create campaigns strategically focused to deliver safe and relevant content for brands.

This will help them reach specific audiences that are increasingly difficult to find in traditional media with such precision

For example, based on Nielsen data, in the last three months, 43% of people who viewed content eligible for In-Stream Reserve on Facebook in the United States, are between 18 and 34 years old.

This, compared to 29%, in that demographic age, who saw content on traditional television, leaves us a lot to think about.

In addition to this, Showcase facilitates the planning, purchase and measurement of campaigns, a process well known to buyers of TV ads and premium video.

The reservation and purchase of inventory in advance, with a fixed price and a guaranteed demographic audience, are insured with this new platform

Showcase is now available in the United States for advertisers

elite, it is expected that by August it will be open to the general public, and

It divides into three strategies:

In-Stream Reserve. It allows advertisers to reach the audience through a curated selection of the most successful inventory content, with deliveries to audiences verified by Nielsen. The ads in Reserve, as the name says, must be purchased in advance and have a fixed cost.

In-Stream Reserve Categories. Very similar to In-Stream Reserve, with the difference of allowing the advertiser to choose relevant content categories, be it sports, food, fashion, beauty, news or entertainment.

Sponsorship Advertisers can become sponsors of an original Facebook Watch program.

Facebook Watch will take off as an alternative to traditional television and find its place among the increasingly numerous streaming services with a Big Hit.

If this happens, Watch would have the backing of 2.3 billion active users on Facebook, managing to match or surpass the investment of the television advertising industry, which in 2018 reached an approximate value of $ 70 billion dollars.

This only in the United States.

But the content is not everything, it is important to remember that this is not the first attempt of Facebook to try to monetize the content in video.

Their predecessors have been unsuccessful exercises and in some cases have aroused the discontent of users, who have managed to make these products of great potential for advertisers be discarded and forgotten

Between fame and safety

“I believe that the futurecommunication will be the gradual conversion into private and encrypted services where people can trust that what they say will stay safe and your messages and content will not be saved forever … This is the future, I hope we help achieve it. “

This was the premise that Facebook CEO Mark Zuckerberg gave through a blog post, in addition to announcing that the company plans to become a platform focused on the privacy of communication among its users.

This announcement draws attention because not long ago Facebook was involved in a series of scandals, (starting with Cambridge Analytica), around the privacy and data management of its users.

The way in which Facebook will achieve this commitment to privacy is in the first instance, the mandatory encryption of all messages from end to end

This is already found by default in WhatsApp and Messenger offers us the same option.

This means that nobody outside their interlocutors, not even the authorities or Facebook itself, can read anything that is sent by private courier.

A secondary measure will be the automatic erasure of messages, after a determined period of time.

As a third measure it is announced that the company will stop saving messages for longer than necessary and when they are saved, it will be avoided at all costs to use storage in countries with poor records on human rights, especially in terms of privacy and freedom of choice they mean.

This refusal to work with certain countries can lead to serious problems with local governments since in recent years an effort has been made to ensure that data storage companies reside in the same country as their users.

Problem that apparently has in mind the same Zuckerberg, who recognized that these measures could border the prohibition Facebook in some parts of the world, sacrifice that is willing to do

For now, we do not have an exact date for the implementation of these measures, at the moment you only know which will be a gradual implementation over the next few years.