Facebook announces auto captioning, video updates for ads

In a move aimed at increasing consumer satisfaction and advertiser revenue, Facebook aims to place automated captions over its video ads. Facebook is now rolling out a new captioned video captioning tool for marketers that will make those embedded ads nearly impossible to ignore. Facebook’s employees had to transcribe more than 50,000 video ads in order to better code the captioning tool.

By together with captions, advertisers can improve video view time by a mean of 12 %, the findings confirmed.

The new tool makes easier to deliver the ad’s message without interfering negatively in the user’s news feed.

According to Facebook, its users watch more than 100 million hours of video each day.

The announcement came on the Facebook for Business portal, with a daunting headline of “capture attention with updated features for video ads”.

The solution? Facebook will caption ads so you can get a sense of what you’re scrolling past and-advertisers hope-perhaps decide to watch one or two. The idea is to give advertisers more control so they can tap into the opportunity mobile video offers, which is real and growing each year. On the other hand, the research found that 41% of videos are meaningless without sound.

A study done by Fors-Marsh has discovered that users remember the news feed’s content even after being exposed to it for a quarter of a second.

Advertisers will now be able to see the percentage of people who have viewed their videos with sound globally.

Facebook’s new captioning feature will be available on Power Editor and Ads Manager across the globe in the next few weeks.

The social community big alsoplans to launch new reporting metrics that may assist advertisers see the share of people that have seen their movies. And Nielsen reported that the first three seconds of a video message account for 47 percent of the campaign’s value – 74 percent in the first 10 seconds.

Facebook’s native video player often leads to users uploading third party videos rather than just sharing links to them. To top it off, Facebook has switched on an option to allow ad developers to go from a customer seeing their product for the first time to a customer hitting the buy button in-ad, referred to as the “100% in-view buying option”.