Facebook is introducing a new specialist ad service, Dynamic Ads for Streaming, which allows video streaming brands to showcase particular content to relevant audiences.
The new feature, which became available for advertisers to use yesterday, allows streaming services to showcase their whole content library, without having to create individual ads for each piece of content. With Dynamic Ads for streaming, users will be able to swipe through ads for titles which are personalised to their Facebook and Instagram interests. They can then click through to begin a trial or subscription with the streaming service whose content ads they have been browsing.
Previously, a streaming service may have had to make a new ad on Facebook for each title, with the new feature they will be able to have adverts for every title without configuring individual ads. Advertisers will now be able to make one campaign to which they are able to add new titles, and that will reach relevant users across mobile, desktop and tablet. With companies like Netflix and Amazon Prime adding dozens of new titles to their library each month, the new feature will likely make targeted advertising on Facebook much simpler.
In their statement announcing the new service, Facebook cited Kantar research which showed that consumers are more likely to subscribe to a new streaming service when it has a breadth of content that appeals to them. 64 percent of those trialling new streaming services said they want to try the service it because of several things they wanted to watch.
“Our Streaming partners have built robust content libraries and we wanted to make it easier for them to showcase their libraries at scale,” said James Smith, head of entertainment at Facebook. “With Dynamic Ads for Streaming, advertisers no longer have to manually create new campaigns for each individual title. Once an advertiser uploads their content catalog to Facebook, the dynamic ads deliver personalized recommendations, giving people a similar personalized experience they’re used to seeing from their streaming services.”
Brazilian streaming service, Globoplay, was an advertiser who tested the new streaming service prior to the announcement.
“In order to meet a challenging delivery of an efficient and scalable 1 to 1 communication, where you want to address people’s different interests, it is important to have the capability to exhibit the right content for the right person,” said Dimitri Araújo, marketing and media performance manager at Globoplay. “That’s why we rely heavily on Dynamic Ads for Streaming to deliver creative that is constantly automated, personalized and effective in terms of business results.”
