Facebook Inc. (FB) is gearing up to launch an advertising campaign aimed at business customers in what is being characterized as its largest effort get more businesses to advertise on its Facebook video platform.
Citing comments that Bob Gruters, Facebook’s U.S. group director for entertainment, technology and connectivity, made to AdWeek during the South by Southwest conference this weekend, the ad-industry website reported that Facebook plans to launch ads online and in print urging its business-to-business (B2B) customers to run more advertisements on its digital platforms. The aim is to educate and prompt marketers to run more mobile video ads as well as create content geared toward Facebook’s mobile users. The ads will run for two months and will include the tagline “Build your brand with Facebook, Instagram, and Audience Network,” AdWeek reported, noting Facebook will run ads on Instagram as well.
“We are targeting media agencies as well as marketers who are wanting to tap into the power or mobile video,” said Gwen Throckmorton, U.S. head of industry entertainment at the social media giant added in the report. “It’s talking about how mobile video unlocks a huge power for marketers—and consumers overall—to tell their stories.” The executive wouldn’t quantify how much Facebook is spending on the campaign but they did say it does mark its biggest B2B effort in its history.
Video Trumps Everything
The move on the part of Facebook to court business advertisers comes at a time when it and other social network operators are embracing video as their customers clamor for it and they see it as a huge way to generate revenue. Just last week, Facebook announced it inked a deal with MLS and Univision in which Facebook will live stream regular-season games as well as unique digital content from the teams. The companies said 22 or more soccer matches will stream during the 2017 MLS regular season. (See more: Facebook, Univision in Deal to Stream MLS Matches.)
The leading social network operator also announced last month it will include TV-style commercials in Facebook Live Videos. In order to make money off of the ads in Facebook Live, the creator has to have 2,000 or more followers and an audience of a minimum of 300 viewers in a recent live video. Facebook efforts seem to be resonating with advertisers at the expense of rival Twitter Inc. (TWTR). Wall Street firm William Blair said recently advertisers are favoring Facebook over Twitter at an increasing rate.