Normally I’m pretty down on paid placements and Facebook. I mean, I know they can work for advertising, but usually they’re both a drag. But I have to admit, I really do like the Facebook video ad placements.
The ad for Target works better than a TV ad for one simple reason: They know you have the option to play it or not, so they try to make it worth your while. Rather than pimp several products at you at once, they just let you know about the sale.
Their approach, “I made a funny video,” acknowledges the culture of online videos the ad exists in. That is, most of the content actual people create and upload has the same kind of thinking as their ad – “look’it me!!! I’m being funny! Aren’t I funny!?! Watch me dance, Mama! Watch me dance!” I love that they were smart enough to see that, and play off of it.
But that’s just content. Getting back to the mechanism itself, it doesn’t try to promote all of the products Target that will have on sale this weekend, the way Television ads try to do. With TV, they fire off a slew of on-sale products to get them lodged in your head before you can change the channel.
If Facebook can adequately quality control the video content that’s used for these placements, this could be a very profitable marketing channel. That is, they’d need to make sure no one puts up video ads that are crap just because they have deep enough pockets.
Let’s say I’m a restaurant owner, and I make a commercial that’s really, really bad. It’s bad because I’m an unqualified, untalented shit, and my real job is running my restaurant. But I can afford an ad buy on Facebook, and they let me, so it appears on everyone’s page who lives within 100 miles of my restaurant. If my ad is bad enough, it could turn people off to ever video ad that appears in that space. I might get some exposure, but Facebook will be allowing me to foul their ad space.
It’s the same thing that killed paid placements on search engines. The reason people don’t trust paid search the way they do natural search is there’s no filter for paid ads – just a marketer with a credit card. With natural search you at least get Google’s assurance that the page they produce has to do with what you’re searching for. With paid you could get almost anything.
So I’m hoping Facebook puts some real care into this placement. It’s the kind of thing that could finally make them money. All they have to do is hold out for quality, and not let any idiot with a Flip Video buy space on it.