Facebook announces new ways for marketers to increase awareness, affinity and brand lift

| | No Comments

10333100_254155211442848_1255320233_n.jpegAs Facebook continues to allow for interactive and targeted storytelling in more traditional forms of marketing, advertisers are increasingly turning to the platform for their brand marketing efforts.

Today, Facebook is announcing new ways for brand marketers to increase awareness, affinity and brand lift – in the form of expanded video ad capabilities and reach and frequency buying.

Key features of these new offerings include:

  • Enhanced, goal-driven video targeting: Advertisers with the goal of driving video views will have a new objective (‘video views’) to choose from when creating an ad with the Ads Create Tool, Power Editor, and/or API. And, when advertisers pick this objective, Facebook will automatically optimize the targeting to show the ads to  the people most likely to view videos on Facebook, across devices and target audiences. Additionally, advertisers with account representatives will be able to show people who have viewed a specific video additional ads, whether video or photo ads, through a new retargeting feature.
  • New engagement tools: Marketers will now have the option to add a call-to-action button to their video ads, helping advertisers drive deeper brand engagement.
  • Better reach and frequency control: Advertisers with account representatives will now have the ability to predictably manage the size of their audiences and the number of times those audiences are shown their ads. And, since Facebook targeting is based on real identities, marketers will be able to more accurately control this across devices.

 

These new offerings will roll out globally in the coming weeks. You can read more about these features and see a quote about these updates from Facebook product manager’s Fidji Simo here.