Facebook expands ad buying options for premium video

FILE PHOTO: The logo of Facebook is pictured during the Viva Tech start-up and technology summit in Paris, France, May 25, 2018. REUTERS/Charles Platiau/File Photo

NEW YORK (Reuters) – Facebook Inc on Tuesday launched the new advertising options for its premium video content to attract marketers hoping to buy ad places in a similar manner as traditional television networks.

The social media platform hopes that the move will help make more money from the Facebook Watch function, providing short video content of publishers such as the Economist, as well as special shows starring well-known Hollywood actors like Elizabeth Olsen.

The new program with the name Facebook Showcase allows advertisers to purchase ad spots in advance on a fixed cost, similar to the way TV networks hosting an “advance” with the new shows and allowing marketers to buy commercials in advance.

That function, the so-called In-Stream Reserve, will the target groups that are controlled by audience measurement company Nielsen, which is also the industry standard for linear TV.

Each video is reviewed by a human before it is eligible to be part of Facebook to Showcase, Erik Geisler, Facebook’s head of North America agency sales, said during a press event in New York on Tuesday.

The emphasis on the brand of security comes after the social network of the struggle for the dissemination of misleading information on the platform, as well as issues on video rival YouTube, which lost a number of advertisers last week after the ads appear next to disturbing content.

Advertisers can now also purchase spots on premium content in the food and news categories, in addition to sports, entertainment, and fashion and beauty, which was previously available.

Facebook also introduced sponsorship, which advertisers and the exclusive sponsor of a program for AMERICAN viewers.

Reporting by Sheila Dang in New York; Editing by Matthew Lewis

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