<p>Facebook is testing out a new fee model for video ad plays. The social network currently levies a charge once a video ad shows up on the platform. However, advertisers are emphasising on viewability these days, and want to make sure their ads are actually viewed. As a result, the social media network plans to soon introduce a cost-per-view (CPV) option for ads that play at least 10 seconds.<br><br>The new option on Facebook’s ad buying tools is a fallout of increasing popularity of videos on the platform. According to the social networking site, in just one year, the number of video posts per person has increased 75 per cent globally and 94 per cent in the US. Globally, the number of videos from people and brands has increased as much as 3.6 times year on year.<br><br>“We recognise that advertisers value different performance metrics and methods of buying: CPV buying is for advertisers who value video views as the best proxy for a business objective, and while we don’t believe this bidding option to be an optimal brand bidding strategy, we firmly believe in giving advertisers control over how they buy,” said Facebook in a media statement.<br><br>Facebook’s current options include ‘reach & frequency’ and ‘auction optimised for video views’, which the firm says are the recommended methods of driving reach and brand impact.<br><br>A Nielsen report on Facebook video ads shows that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration.<br><br><strong><span style="color:#ff0000;"><img alt="" src="http://bw-image.s3.amazonaws.com/VR1008.jpg" style="width: 338px; height: 349px; float: right; margin: 4px;">Brand Buzz</span><br>More GIFs On Tumblr</strong><br>Blogging platform Tumblr has launched a new feature called Tumblr TV that will allow users to discover and share GIFs. It has incorporated TV features into GIFs — such as play, pause, forward and rewind. The new site for Tumblr TV shows the trending GIFs on a full-screen and users can search for any kind of GIF on the platform. The search feature is also open to non-Tumblr users.<br><br>Tumblr launched this feature with a view to ramp up user engagement on the platform. Currently, the feature is only available for the desktop version.<br><br><strong><span style="color:#daa520;">Dig The Data</span><br>YouTube Celebs</strong><br>When we think of celebrities, we might first think of Jennifer Lawrence, Brad Pitt and Beyonce, but YouTube stars beat out mainstream celebrities in terms of influence and popularity among American teens. A survey conducted by Variety shows the top five most influential figures among American teens aged 13-18 all rose to fame via YouTube.<br><br><strong>CEOs’ Choice</strong><br>In a study by Weber Shandwick on the habits of chief executives, 22 per cent of the sample reported using LinkedIn, while 10 per cent favoured Twitter. By comparison, none of the CEOs surveyed used Facebook or Google+.<br><br><span style="color:#0099ff;"><strong>LEADER</strong></span><br><strong>Uday Kotak</strong><br>@udaykotak Exec. VC & MD, Kotak Mahindra Bank<br>“China stock bubble burst shows command and control cannot manage markets. India learnt hard way over time to regulate but respect markets.”<br><br><strong>Jeff Weiner</strong><br>@jeffweiner CEO, Linkedin<br>“The amazing thing about truly disruptive products is how quickly they render the legacy convention a distant memory, e.g. Tesla & gas pump.”<br><br>(This story was published in BW | Businessworld Issue Dated 10-08-2015)</p>
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