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The worlds largest social media platform, Facebook, on Wednesday, introduced new features for video ads on its website, including automated captioning for sound-off videos and other updates to help advertisers. The new tool generates captions for video ads and delivers them to the advertiser within the ad creation tool, that has features, to review, edit and save their video ad.
Mark D'Arcy, chief creative officer, creative shop of Facebook, in a statement, said, "creatively, mobile video draws on the craft skills and experience we have developed as an industry building for film, TV and the traditional web and compresses them into a new form designed to immediately connect with an audience". Facebook has incorporated other updates that include reporting and buying options for video ads and advertisers will now be able to see the percentage of people who have viewed their videos with sound globally.
In a research, Facebook found that the loud feed-based mobile video ads receive the negative reaction from people when they aren't expecting it. The study also unfolded that about 80 percent people react cynically towards the platform and the advertiser when they are enforced to watch any ads.
The Facebook has also added a tool to include captions for the ad, and that can increase video view time by an average of 12 percent. "Numerous studies and campaigns have made it clear that capturing people's attention at the very beginning of a video are the most effective way to advertise in a mobile feed environment," Matt Idema, vice president, monetization product marketing at Facebook, said. Idema further added, "Video advertisers that tailor their creative with visuals that get people to stop scrolling and watch will drive the best business results on Facebook".
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