Facebook Tests New Functionalities for In-Stream Video Ads

Facebook and Instagram are adding new In-Stream video capabilities to help retailers maximize the impact of their video ad experiences. New options include topic targeting within Facebook In-Stream video, Instagram Reels Ads for mobile devices and custom Sticker Ads in Facebook Stories.

More than 2 billion people watch Facebook In-Stream eligible videos every month, and 70% of In-Stream standalone video ad views are completed, according to Facebook data. Adding Facebook In-Stream to Feed & Stories can lead to a 1.5X increase in ad recall and a median 20% decrease in cost per incremental recaller.

Facebook is looking to further enhance the power of video ads by testing new capabilities including:

  • In-Stream Video Topics: Advertisers can place ads in certain video topics through Ads Manager. More than 20 machine learning-powered video topics are available when retailers select the In-Stream Only placement and brand objectives for their campaign. This test functionality aims to give advertisers more choice in the content they want their ads to appear in.
  • Instagram Reels Ads: Instagram will begin testing Reels ads in India, Brazil, Germany and Australia, with tests expanding to more countries in the coming months. The ads will be mobile-first and full-screen, similar to ads in Facebook Stories. Ads can be up to 30 seconds in length and let viewers comment, like, view, save, share and skip.
  • Sticker Ads for Facebook Stories: Facebook is testing custom Sticker Ads for Facebook Stories with select advertisers and creators. These ads allow creators to monetize their Facebook Stories with ads that look like stickers, and the creators receive a portion of the resulting revenue. Brands can create the stickers and creators can proactively place these Sticker Ads in their Facebook Stories.


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