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Bertrand Quesada of Teads: Facebook is the last place youre going to engage with a video ad
Manuela Walfenzao| 14 de enero de 2016
Facebook accounts for 1.55 billion monthly active users and growing. Its audience reach is massive, but advertisers consider that its difficult to monetize and measure their video ads visualization in the social network. For Bertrand Quesada, CEO of native video ad platform Teads the pre-roll format is not the best choice for this network. “Facebook has a challenging story to tell because they have a lot of data, but I would argue the Facebook environment is probably the last place youre going to engage with a video ad, at least for a meaningful period of time” Quesada said. “Theyre selling massive impressions to clients, but the ability to measure it all has been somewhat of a black box, which is why theyre beginning to open up to third-party verification companies like Moat, because they have to.” Because consumers dont think of Facebook as a video destination site, its more complex to predict how they will respond to branded content, or if theyll even see it in the first place.Facebook’s team is beginning to open up in an effort to become better allies of agencies and advertisers. They are testing all aspects of video in their news feed before committing to a clear-cut monetization plan. Through programs like Anthology, which connects marketers with branded video content from publishers, they are trying to facilitate growth of premium video.
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