The new Create to Convert tools and purchase of Vidpresso’s technology demonstrate how Facebook continues to ramp up its video offerings. Facebook represents 46% of all video ads created, compared to 41% for Google’s YouTube.
When Instagram is factored in, Facebook’s share jumps to 74%, according to Clinch. The Create to Convert approach is intended to make the production of performance video ads accessible for businesses of all sizes so they can create video ads at scale.
Adding motion to still images is a more cost-effective way for marketers to add interactive video to their campaigns and create more direct-response ads. According to the blog post, Facebook has seen a 3.8x increase in advertisers using direct-response campaigns across its platforms in the past year. As marketers continue to invest more in video, adding interactive elements can boost engagement.
A 2017 Magna study found that interactive video ads saw a 47% higher time spent with the marketing message, and even when viewers don’t click on the ad, giving them the option to interact with the video makes the ad 32% more memorable and drives a 9x higher purchase intent. As consumers are spending more time on their mobile devices than ever, video is one of their preferred formats. Facebook’s new tools will help marketers meet that demand.
In 2017, video grew 54% to $6.2 billion on mobile, marking the first time mobile video revenue surpassed desktop video, according to IAB research. Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more. The free newsletter covering the top industry headlines Read more from marketingdive.com…
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