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Facebook Introduces Tools to Make Video Ads Easier

author image Written by: Lia           Categories - In The News

New Video Creation Kit Features Simplifies and Streamlines Ad Creation

Video ads are about to get a whole lot easier to produce on Facebook thanks to new features and tools added to the platform’s Video Creation Kit. Facebook’s Video Creation Kit was introduced in 2018 and lets users create video ads using short video clips and static images. On June 4, 2019, the company announced a slew of new features for the Kit:

  • Greater optimization options for a variety of ad placements. Users can now click a button to make multiple versions of the same video ad with different aspect ratios for more ad placement options.
  • More video template options to speed up ad production. Facebook’s expanded their range of templates to offer more options to users; for example, users can take a single static image and add motion to it. There are now also seasonal stickers and templates to use for things like summer vacation and back-to-school promos. Facebook will also be adding seasonal templates throughout the year, making it easier to tailor ads to holidays and other special events.
  • 20 additional fonts for video production. It’s now easier to find a font option that’ll suit your brand and identity.
  • Save video ad drafts. Better late than never! Users can now save drafts of their video ads and continue the creation process when they have more time. It’s a basic feature, but one that’s very much welcome.

All in all, these new features add greater functionality and flexibility to the Video Creation Kit. According to HubSpot, optimized video ads on Facebook can get up to 20% more engagement than images alone. Facebook’s Video Creation Kit makes it easier to get on board with video ads and take advantage of superior engagement.

Lia

Facebook Revenue Has Doubled From Last Year, Quarterly Data Reveals

04/30/2021

Facebook has nearly doubled its Q1 earnings from last year, according to earnings reports released this week.

The report states that advertising revenue dramatically increased by 146% from 2020. This is interesting, considering the fact that the number of active Facebook users only increased by 8%.

CFO outlook commentary within the earnings report stated that the increase in revenue was largely due to rising ad prices.

“We are pleased with the strength of our advertising revenue growth in the first quarter of 2021, which was driven by a 30% year-over-year increase in the average price per ad and a 12% increase in the number of ads delivered,” the report states.

It’s also important to note that digital advertising has increased across the board, not just with Facebook. With stay-at-home orders, working from home, and online learning becoming the new norm, people spent more time at home in front of screens than ever before. Along with an increase in demand for online advertising, competition for ad visibility and ad prices also grew this past year.

Other Changes Coming to Facebook 

Apple recently released iOS 14 and IDFA, which means all Apple users will have to consent to cross-app tracking. Advertisers will also have to provide two short lines of text to explain this to users.

Facebook has spoken out against the change, arguing that it would hurt publisher revenues.

“We know this may severely impact publishers’ ability to monetize through Audience Network on iOS 14, and, despite our best efforts, may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14 in the future,” said Facebook.

Facebook later made the decision to adopt Apple’s SKAdNetwork API, but stated it would not implement Private Click Measurement (PCM), with the reasoning that it doesn’t capture the complexities of the user journey. Facebook instead decided to create Aggregated Event Measurement (AEM) to measure conversion events on iOS.

Revenue Forecasts For 2021

With the increase in ad prices driving revenue growth, Facebook expects that revenue will either continue to increase or remain stable throughout 2021.

“We expect second quarter 2021 year-over-year total revenue growth to remain stable or modestly accelerate relative to the growth rate in the first quarter of 2021 as we lap slower growth related to the pandemic during the second quarter of 2020,” said Facebook’s CFO Sheryl Sandberg.

“It’s also on us to keep making the case that personalized advertising is good for people and businesses and to better explain how it works so that people realize that personalized ads can be privacy-protected.”

READ MORE: Facebook Revenue Almost Doubled: Here’s What It Means For Advertisers  

READ MORE: Facebook’s Ad Business Drives Surge in Revenue, Following Google’s Act  

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Watchdog report claims Facebook and Google are failing to stop scam ads

04/29/2021

Facebook and Google both have policies against advertisers who try to scam users. However, a watchdog report suggests that these policies need an upgrade.

Britain-based consumer watchdog Which? released an independent report on the tech companies’ efforts to stop scammers. In the report, they reveal that Google had failed to remove 34% of the scam advertisements reported by users. Comparably, Facebook had failed to remove 26% of them.

Both companies flat-out ban scam advertisements, but scammers often use sneaky techniques to overpass the sites’ rules. According to Which?, the sites need to crack down on scammers.

“There is no doubt that tech giants, regulators and the government need to go to greater lengths to prevent scams from flourishing,” said Adam French, consumer rights expert at Which? “Online platforms must be given a legal responsibility to identify, remove and prevent fake and fraudulent content on their sites… and the government needs to act now.”

Another finding demonstrated problem with the process of reporting scam ads.

Following a survey, 15% of web users admitted that they had fallen victim to a scam advertisement and reported it. Among those users, 27% had been scammed on Facebook and 19% had been scammed on Google. Nearly half of the scam victims did not report their incident to these companies.

Why not report? On Facebook, the most common reason for not reporting was that the user doubted that anything would actually happen. On Google, meanwhile, the most common reason was that the user did not know how to report as scammer. This, according to Which?, indicates that Google needs to simplify its reporting procedure.

“Online platforms need to take a far more proactive approach to prevent fraudulent content from reaching potential victims in the first place,” Which? said in the report.

According to BBC, a rep from Facebook said that “fraudulent activity is not allowed on Facebook and we have taken action on a number of pages reported to us by Which.”

Google said that it has removed more than 3.1 billion ads for violating their ad policies, saying: “We have strict policies that govern the kinds of ads that we allow to run on our platform.”

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