Facebook Takes On You Tube
The race to control Web video is heating up as Facebook has clearly taken steps to go head-to-head with you to in this arena. In December of 2014 the National Football League began to distribute video content using Facebook and Google took notice as the deal attractive massive amounts of traffic to Facebook's video offering.
Facebook's recent moves include this deal as well as a big a move into the video creation space and online ad world which are both currently dominated by Google. This is an enormous revenue stream for the search engine giant in any pretenders to the throne they begin to move into that area are going to have a fight on their hands. Needless to say the stakes are extremely large. Now with Facebook, a leader in Internet content consumption, moving into content creation things are clearly changing quickly. With Google dominating the market in content as it pertains to emerging talent Facebook may begin to chip away at the Giants overpowering hold on the market. And now it seems Facebook is beginning to work itself into the business of video advertising.
The test subject of this new movement was the NFL Verizon deal that allowed content to be streamed on Facebook while offering Verizon Wireless advertising. The video contained a post-roll I had as well as in video advertising specific to the given content. Although Facebook said publicly that they don't see room for pre-roll video ads running prior to the content as that annoys people, they are not completely dismissing the idea. The concern is the consumer experience and Facebook believes pre-roll ads have a negative effect on. Anyone playing in the space for any length Time Warner with a Google at one time had a anti-pre roll the change very quickly after several successful tests showed great promise. Let's hope Facebook doesn't run similar test and decided fast money is better than the user experience.
Post-roll ads don't tend to attract advertisers the way pre-roll ads do and it is thought among industry experts that the Verizon spot that accompanied in the NFL video on Facebook will not have mass appeal that other advertisement is believed that Facebook may have to focus on working directly with marketers to either integrate brands into the content or produced videos specifically for advertisers who will purchase branded clips that are already being seen by Facebook users. Another industry insider stated that Facebook is poised to become the next big MCN. Many industry experts see content distributors potentially handling ad sales for themselves and using a distribution model similar to YouTube or Facebook to deliver their own content with their advertising already built into it. This would remove the middleman and allow complete control over advertising data and message distribution. The problem with this method is the inherent cost.
Although there are many questions one thing is for certain; the next evolution of the advertising space needs a better experience.