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Over 2 billion People Watch Facebook In-Stream Eligible Videos Every Month

70% of In-Stream standalone video ads views are completed

Facebook announced today that over 2 billion peoplei watch  Facebook In-Stream eligible videos every month and, globally, 70% of In-Stream standalone  video ads views are completed.ii 

It also announced the launch of a global test of In-Stream Video Topics, testing of Instagram  Reels Ads, and other ad experiences in Facebook Stories to increase opportunities for brands  to better engage with relevant audiences.  

The Next Era of In-Stream 

Video Topics let advertisers place ads in certain video topics through Ads Manager —allowing  advertisers to align their brand messaging within contextually relevant content. 

Powered by machine learning, Video Topics will be available when advertisers select the In Stream Only placement and brand objectives for their campaign. It will include over 20 Video  Topics, like Sports, and over 700 sub-topics such as Basketball, Golf, or Swimming. This test  gives advertisers more choice in the content they want their ads to appear in,and reach  engaged video viewer audiences. For example, a basketball company can now place ads in  content that would be of interest to their customers, such as “Basketball.” 

Discovery at the intersection of Creators and Short Form Video 

Instagram Reels Ads 

Instagram will also begin testing Reels ads in India, Brazil, Germany and Australia with tests expanding to more countries in the coming months. 90% of people follow a business on  Instagramiii and people are already embracing Reels to discover new creators and businesses.  This discovery mindset makes it a natural place for businesses to express themselves creatively  and find deeper connections with the audiences that matter to them. 

The ads will be full-screen and immersive, similar to ads in Stories. As with organic Reels  content, ads can be up to 30 seconds and people can comment, like, view, save, share and skip  Reels ads. 

Instagram will learn from how people and businesses engage with this new format to bring the  best possible experience to the community.

Sticker Ads for Facebook Stories 

In the coming weeks, the company will also be testing custom Sticker Ads for Facebook Stories,  announced in March, with select advertisers and creators in the United States. These ads allow  creators to monetize their Facebook Stories with ads that look like stickers and receive a portion  of the resulting revenue. Brands will create bespoke stickers and creators can proactively place  these Sticker Ads in their Facebook Stories. 

This is part of Facebook’s efforts to develop new advertising that helps more business and  creators build an audience and attract customers, while also providing a revenue stream for  creators. For example, since launching in-stream ads, Facebook expanded the format to include  pre, mid, post-roll and image ads, and formats specific to Live. These efforts are having an  impact – in-stream ad payouts grew over 55% from 2019 to 2020 — with video partners of all  sizes earning meaningful revenue. 

According to an Ipsos study from last November, video viewers cited Instagram and Facebook  as the most popular video platforms for connecting with brands.iv In addition, insights from 10  Facebook studies show adding In-Stream to Feed and Stories led to a median 1.5x increase in  ad recall and a median 20% decrease in cost per incremental recaller.v 

“Given the popularity of digital video in Asia Pacific, we’re thrilled by the growth and  development of video across our apps as well. We will continue to invest in this part of our  business for years to come. We want to enable creators to monetize more types of content on  Facebook and help brands make relevant connections where people are viewing video online,”  said Sumit Sharma, Product Marketing Lead, Apps and Services at Facebook Asia Pacific. 

Video experiences on Facebook and Instagram exist in diverse formats across its family of  apps, each offering distinct viewer and ad experiences. People can discover new ideas with  short-form video—like News Feed, Stories and Reels—and spend more time with topics they  care about with long-form video—like Facebook Watch, IGTV and Live. 

Case Studies 

Nivea, Vietnam 
Tylenol, Thailand
Olay, Thailand 
Nissan, Philippines 

i Source: Facebook Internal Data, March 2021 
ii Source: Facebook Internal Data January 2021 for In-Stream Only Mid-Roll Ads. Based on mid-roll inventory that is ~90% of ads  served 
iii Instagram Internal Data, Oct 2019 
iv Source: Global Media Study, Video by Ipsos. (Facebook-Commissioned online study of over 25,000 people ages 18-64;  internet population monthly users of mobile internet & monthly video viewers in AU, BR, CA, DE, FR, IN, JP, KR, UK and US),  Oct-Nov 2020. v Source: Internal Facebook Brand Lift studies, 2019 – 2020, from Auto, CPG, eCom, FinServ, Tech, Telco, Travel, run in TH  (n=4), US (n= 3), ID (n = 1), KR (n=2). Clients bought Feed & Stories with Placement Optimization with the Reach and Brand  Awareness objective and share-shifted online video budgets to In-Stream Standalone

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