Facebook In-stream Video Ads
Just Because You Can, Doesn’t Mean You Should
Twice in the last week I was engrossed in a Facebook News Feed video of my choosing, only to be interrupted at the mid-point of the video with a disruptive ad trying to sell me something.
The first was a delicious recipe video that I was thoroughly engrossed in, only to be interrupted by a video ad for sunglasses. I was immediately taken aback as the delicious recipe being prepared before me was abruptly cut to six seconds of why I needed that brand’s sunglasses. Fail.
The second video I was watching was a tremendously heartwarming video of a family bringing a frozen kitten they found outside their home back to life. This time a mid-roll in-stream video for Swift Capital was offering me “fast funding” for my business needs – right as I am waiting with great anticipation to see if they actually are able to resuscitate the kitten!
Talk about an annoying disruption and absolute terrible place to run poorly targeted video ads! Swift Capital’s ad had nothing to do with the story I was watching unfold, nor was I a good target candidate for needing their funding. Same goes for the sunglasses. Absolute advertising fails!
If you’re going to run disruptive in-stream video ads, you really need to be very specific with the target audience you are disrupting in order to not offend them with the interruption. A cooking oil ad would have been a better interruption for the recipe video, and cat food or cat litter ad would have been at least in the ballpark for the other.
Think about the platforms you are advertising on, and how people engage with messages on those platforms. If your audience targeting or timing is off, you can often do more harm than good for your brand with in-stream video advertising.
A lifelong student of people and the art of effective communication, Jeff is a 20-year sales and media veteran. A storyteller at heart, he loathes interruptive advertising and prefers to educate clients through experience than hard sell. Married for over a quarter-century to the bride of his youth, he is blessed with four children and two grandchildren, and is more amazed by seeing the world through their eyes than his own. He is a proud member of the family of God (by grace you have been saved, not of works, lest anyone should boast), and the 1986 Rockford High School Tournament of Roses Parade Marching Band (alto saxophone). A lover of all Four Seasons and all things Outdoors, Alaska has been checked off the top of his bucket list and he now eagerly anticipates a dive with Great White sharks. #GoBlue.