“Facebook Showcase” Could Replace Traditional TV and Online Advertising
Facebook’s Watch platform’ release was an attempt to rival traditional TV. Though the video-on-demand service (VOD) has yet to gain huge traction, Facebook continues trying to break into the television market. Recently, Facebook executives launched a new program hoping to take better advantage of the Watch platform. Concurrently, the new development provides advertisers another outlet for promotion.
The Facebook Showcase ad program intends to provide advertisers with space during popular shows and videos on Watch.
“Showcase will give online video and TV ad buyers participating in the upfront selling cycle new opportunities to reach their target audiences within the highest-quality videos on Facebook.”
As traditional TV declines, Facebook Showcase acts as a channel to reach the younger, web-centric audience. This means businesses and brands trying to promote their goods could access audiences through a different Facebook avenue. Rather than traditional Facebook ads, Showcase would feature on-video ads that could create new buzz for businesses.
Watch currently serves over 400 million monthly viewers who are consuming at least one minute of content, with 75 million of those averaging around 20 minutes watch time each day. While this is but a small drop in the over 2 billion users Facebook boasts, the fact of the matter is the Watch platform rivals the viewership of some prime time television shows.
Moreover, Facebook is developing even more programming for its Watch platform. This means that in a few years, with increased programming and more viewership, Facebook could exceed TV-scale audiences. Showcase will become a key medium for advertisers to promote brand awareness.
How Showcase Works
Facebook’s Showcase program offers three types of video promotion:
This fixed-cost option allows advertisers to reach people watching video from a selection of hundreds of high quality publishers and creators.
In-Stream Reserve Categories
This option includes In-Stream Reserve while allowing advertisers to target people within contextually relevant content.
A sponsorship allow advertisers to exclusively sponsor a program for viewers, giving them control over the show’s advertising.
Facebook claims Showcase will enable advertisers to “reach audiences that are becoming harder to find on [traditional] TV” and as consumers migrate to VOD providers, they seem to be ahead of the curve.