Next Phase of Facebook Video and TV Media Buying – Social Media Week

Born on the internet, Facebook is now a powerful, public company. What started as a social network for friends has become an advertising juggernaut used by billions of people and millions of marketers. The next phase of Facebook will continue to focus on video, not just the content it prioritizes in our feeds, but also how advertisers will buy media for TV.

Chairman of Deep Focus, Ian Schafer, kicked off Social Media Week in New York with Toby Daniels, Founder and Executive Director of Social Media Week, to discuss his insights and predictions for the future of our industry. One of the main points throughout the talk was Facebook video and the next few years of media buying on the platform.

How TV media buying will work on Facebook

Facebook’s “Audience Network” will deliver ads to these “over the top” video apps in the same way it delivers ads to publishers’ apps and websites outside of Facebook across desktop browsers and mobile devices. This means local businesses near you can be hyper-targeted with its TV ads just like it is on Facebook. With this model, it helps even the playing field (only by a little) between small businesses and massive, global advertisers.

Why marketers should pay attention

If this “programmatic television advertising” becomes our reality, marketers must be prepared to enter the wild west of television just like they entered the world of paid social media in recent years. It also might represent the convergence of two media professionals: the traditional agency media buyer and the paid social media marketer.

Further analysis and commentary from this #SMWNYC talk

Technology hasn't changed human behavior; humans are shaping the way we use technology by embracing it. – @ischafer #SMWNYC #SMWEmerging

— Lily Rau (@lily_rau) February 28, 2017

Technology hasn't changed human behavior; humans are shaping the way we use technology by embracing it. – @ischafer #SMWNYC #SMWEmerging

— Lily Rau (@lily_rau) February 28, 2017

Rise of machine-assisted comms is the natural order of things #ai #singularity #chatbots #smwemerging

— Elise Shin (@eliseshin) February 28, 2017

Rise of machine-assisted comms is the natural order of things #ai #singularity #chatbots #smwemerging

— Elise Shin (@eliseshin) February 28, 2017

Everything that Facebook and Google does is at the expense of publishers. Instant articles take away the old revenues. #SMWNYC #SMWemerging

— Jennifer MacGregor (@jmacgregor205) February 28, 2017

Everything that Facebook and Google does is at the expense of publishers. Instant articles take away the old revenues. #SMWNYC #SMWemerging

— Jennifer MacGregor (@jmacgregor205) February 28, 2017

Agree that entertainment is still the most likely use case for VR. Immersion is still in its early stage. #smwemerging

— Arabella Meyer (@arabellacm) February 28, 2017

Agree that entertainment is still the most likely use case for VR. Immersion is still in its early stage. #smwemerging

— Arabella Meyer (@arabellacm) February 28, 2017

Messaging platforms are really about collecting data which they can then sell to advertisers. #smwemerging

— Arabella Meyer (@arabellacm) February 28, 2017

Messaging platforms are really about collecting data which they can then sell to advertisers. #smwemerging

— Arabella Meyer (@arabellacm) February 28, 2017

@Snapchat is a "sharing the culture company" @ischafer @smwnyc #SMWNYC #SMWEmerging

— Ryan O. Emge (@ryanoemge) February 28, 2017

@Snapchat is a "sharing the culture company" @ischafer @smwnyc #SMWNYC #SMWEmerging

— Ryan O. Emge (@ryanoemge) February 28, 2017

"Snapchat is not a camera or messaging company, its a capturing the culture company". –@deepfocus' @ischafer @smwnyc #smwemerging

— Greg Saperstein (@gregsaperstein) February 28, 2017

"Snapchat is not a camera or messaging company, its a capturing the culture company". –@deepfocus' @ischafer @smwnyc #smwemerging

— Greg Saperstein (@gregsaperstein) February 28, 2017

Top 5 trends in social media according to #SMWEmerging pic.twitter.com/zfddX1ug22

— Diane Schwartz (@dianeschwartz) February 28, 2017

Top 5 trends in social media according to #SMWEmerging pic.twitter.com/zfddX1ug22

— Diane Schwartz (@dianeschwartz) February 28, 2017

Dramatic difference in viewership when a video published by a brand v a publisher. #smwemerging #SMWNYC. important to partner w publishers

— Arabella Meyer (@arabellacm) February 28, 2017

Dramatic difference in viewership when a video published by a brand v a publisher. #smwemerging #SMWNYC. important to partner w publishers

— Arabella Meyer (@arabellacm) February 28, 2017

"Focus on the first two seconds of video, because no one watches past that". –@ischafer #SMWEmerging #smwnyc

— Greg Saperstein (@gregsaperstein) February 28, 2017

"Focus on the first two seconds of video, because no one watches past that". –@ischafer #SMWEmerging #smwnyc

— Greg Saperstein (@gregsaperstein) February 28, 2017

" #YouTube has passed a billion hours of viewing per day" @ischafer #SMWEmerging #SMWNYC

— Ryan O. Emge (@ryanoemge) February 28, 2017

" #YouTube has passed a billion hours of viewing per day" @ischafer #SMWEmerging #SMWNYC

— Ryan O. Emge (@ryanoemge) February 28, 2017

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Source: Social Media Week