NEW YORK (Dow Jones) – Facebook (FB) confirmed on Tuesday that it would begin to sell advertising videos this week on its social network in an attempt to capture additional revenue
These ads, which will automatically launch in the current user flow could allow Facebook to recoup some of the $ 66.4 billion that advertisers intend to spend on television commercials in the United States this year.
They begin to appear Thursday in the news of social network users, both on the Internet and smartphones, said sources familiar with the matter. These ads automatically trigger in the news users, even without clicking on them. Program for startup trailers for “Divergent,” a film starring Kate Winslet which will be released next year.
It is difficult to know how long will these advertisements. In August, the Wall Street Journal reported that Facebook would propose a video up to 15 seconds for both smartphones and the Internet.
advertising counted on Christmas
hoped that Facebook would begin to offer video advertising in time for the Christmas shopping period, but the group has postponed the launch of fear that advertisements may annoy users of the network.
founder and CEO of Facebook, Mark Zuckerberg, is personally interested in these promotional videos and postponed their introduction in part because of technical problems slowing loading. In August, the Wall Street Journal reported that Facebook software engineers have improved the technology used to accelerate the dissemination of videos.
Last week, Facebook began testing this technology and some Facebook users have been seeing promos occur automatically in their news.
relatively high rates
It is difficult to know the amount Facebook will ask advertising but it should be high. Group leaders have told the Wall Street Journal in August that Facebook had to charge advertisers $ 2 million per day access to the entire audience of adults aged 18-54 years the social network.
“We expect that these videos are more expensive,” said Dan Slagen Monday, retired senior vice president of marketing at Nanigans, an advertising technology company. “But advertising will be willing to pay,” he observed, however.
delayed launch of video advertising could be profitable for Facebook because at this time of year, advertising sometimes have excess money to spend. Facebook is not traditionally a destination for this money and advertising videos will make the network more attractive, according to experts in the advertising sector.
Facebook shares closed up more than 2% Tuesday on Wall Street after the confirmation of the launch.
-Reed Albergotti, Ben Fritz and Suzanne Vranica, The Wall Street Journal
(French Version Maylis Jouaret Jerome Batteau)
Dow Jones Newswires