Facebook Now Sells Video Ads Inside Other Apps

Brett Vogel, Product Marketing Manager Facebook says that getting access to the slick auto-play video ads was the number one thing publishers were asking for.

The Dynamic Product ads let advertisers create ads based on the products people have visited on their app. Facebook first announced this kind of format a couple months ago.

We have a deep understanding of what formats perform well and drive engagement on Facebook News Feed and are taking two of our best-performing units and making them available off Facebook to further empower Audience Network publishers and help drive results for advertisers. Facebook get a cut for doing the targeting, while the developer gets the rest of the money.

Facebook launched its ad network, called the Audience Network, in April of last year in a bid to compete with similar services owned by its rivals like Google’s AdMob and Twitter’s MoPub. There is an opt out for autoplay for videos in Facebook where users can set the feature only when the device is using WiFi.

In a blog post published Tuesday, Facebook says the format has worked so well (citing online art retailer JUNIQE, which increased its conversion rates by 40%, while reducing cost per purchase by 6% using Dynamic Product Ads, ) it’s decided to expand its capabilities. While the company took a percentage of the revenue brought in by the ads, publishers will stay safe from the hassle. Facebook is trying to boost its advertising division.

Now more of Facebook’s top ad types will be available through Audience Network.

The auto-playing videos are a lucrative advertising format. About five times more apps are using native ads now than the start of 2015 and 80 percent of impressions on the network now come from native ads. Until now, mobile hasn’t seen very numerous updates that Facebook has made on its other properties.