Ad Age Wake-Up Call: Changes Ahead for Social Media Video Ads, and Other News to Know Today
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Good morning. Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing and digital-related news. What people are talking about today: Social media video advertising. It’s been in the news a lot in the last 24 hours, with a few different developments of note to anyone keeping track of the fast-moving space.
First off, GroupM, the world’s largest ad buyer, is relaxing the “viewability” standards that dictate what kind of video ads it will accept to pay for on social feeds, as Ad Age’s Megan Graham reports. WPP’s GroupM no longer objects if social video ads play automatically or with the sound off.
Facebook had some news too: It’s going to let marketers run video ads specifically as “in stream” breaks during videos from publishers, as The Wall Street Journal reports. “Up until now, advertisers had only been able to run video ads on Facebook as stand-alone posts in users’ feeds, aside from a limited test of in-stream video ads,” as the Journal notes. Variety calls it “another step to grab bucks from television advertising budgets.” This is happening after Facebook announced its own original video content platform, Watch.
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