June 6, 2014, 11:51 AM

Facebook moves to convert more video ad viewers into buyers

Advertisers can retarget consumers who have watched video ads on Facebook and add a call to action to their video ads on the social network.

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Facebook Inc. announced yesterday two new tools designed to help retailers and brands turn their video ads on the social network into more effective online sales tools.

The first lets large brands that work with a Facebook account representative to create custom groups that they can use to target ads at consumers who have viewed their video ads. The tool aims to move shoppers from the “awareness” phase to the “consideration” phase of the buying funnel, Facebook says. For example, a shoe retailer could target consumers who watched a lifestyle-focused video ad with a coupon code for its shoes.

Facebook also launched a call-to-action option that advertisers can place at the end of a video that shoppers can click to learn more about a product or visit a specific web site or page.

“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 Fidji Simo, Facebook product manager.

The social network also added “video views” to the objectives marketers can select when using its self-service ad-creation tools. When advertisers select video views as their goal, the social network optimizes the ads to show them to consumers most likely to view videos on Facebook, across devices and across target audiences.

The social network also says it will begin to let advertisers who work with a Facebook account representative plan and buy ads based on the number of consumers an ad will reach and how many times that ad will reach them. That means that advertisers using Facebook's reach and frequency buying will be able to predictably manage how many people see its ads and how often they see them.

“Because Facebook targeting is based on real people and not cookies (or other identity proxies), we can more accurately control the reach and frequency across devices to better help advertisers achieve their business goals,” according to a post on the Facebook for Business blog.

The new video features, as well as reach and frequency buying tools will roll out to advertisers worldwide in the next few weeks.

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