Facebook announced enhancements to its video marketing programs on Thursday that promise marketers better reach, frequency, customization, and audience management. It is also introducing a call-to-action feature for videos.
In the coming weeks, marketers whose primary objective is driving views will be able to push the “Video Views” button on the social network’s Power Editor campaign tool. Facebook will then automatically target ads to the people most likely to view videos, taking into account preferred devices and audiences. Marketers with account reps at Facebook will have the added ability to direct additional ads to people who have viewed specific videos.
Especially notable for direct response marketers is a call-to-action feature that can be added at a video’s conclusion. The “Learn More” button accompanies the “Replay” option and invites viewers to visit one of a menu of Web destinations provided by the advertiser.
“With these new enhancements, marketers can take people on an even deeper journey with their brand, by encouraging people to take an action right after they’ve watched a video and sending them a targeted brand message later on,” says Facebook product manager Fidji Simo.