Introducing Showcase for Premium Video Advertisers

Facebook Business

February 26, 2019

Facebook’s video ecosystem is growing with a diverse mix of content from original series to creator content. With a growing roster of popular programs such as Returning the Favor and Red Table Talk on Facebook Watch, we're introducing a new premium video ad program: Facebook Showcase.

Showcase gives online video and TV ad buyers participating in the upfront selling cycle new opportunities to reach their target audiences within the highest-quality videos on Facebook. Showcase is now available for campaigns targeting US audiences and includes the following products:

• In-Stream Reserve allows advertisers to reach people watching video from a selection of hundreds of the most engaging, highest quality publishers and creators. These placements are bought in advance at a fixed cost and delivered to in-target audiences verified by Nielsen. On average, nearly 100 million people in the US watch In-Stream Reserve eligible content across Watch, Newsfeed and Pages on Facebook each month. Facebook internal data across surfaces including Watch, News Feed and Pages. US only, people 18+. Data averaged across Nov 7, 2018 - Jan 31, 2019. “In-Stream Reserve video viewers” are defined as people that spent at least one minute watching a video at least 3 minutes in length, from an in-stream reserve qualified Page.
• In-Stream Reserve Categories includes all the features of In-Stream Reserve, and allows advertisers to reach people within contextually relevant content. These categories include sports, fashion/beauty and entertainment. And today, we're adding food and news categories as well.
• Sponsorships allow advertisers to be the exclusive sponsor of a program for US viewers, giving advertisers the opportunity to place their ads in specific shows.

Showcase helps advertisers connect with people through premium content and unique video experiences. Today, we’re announcing a new animated comedy series on Watch, “Human Discoveries,” starring Zac Efron and Anna Kendrick. We're also partnering with MTV Studios to launch reimagined versions of the iconic “MTV's The Real World” on Watch with all-new seasons in the US, Mexico and Thailand. Beginning this week, people will be able to vote on a cast member to enter each of the new Real World houses and vote on which three past seasons of the show will be available on Watch.

Showcase can help advertisers reach younger-skewing audiences that are increasingly difficult to reach on TV. Over the past three months, 43% of people in the US who watched In-Stream Reserve-eligible content on Facebook were 18-34 years old, Facebook internal data. US only, people 18+, Nov 7, 2018 - Jan 31, 2019. “In-Stream Reserve video viewers” are defined as people that spent at least one minute watching a video at least three minutes in length, from an in-stream reserve qualified Page. compared to 28% of TV viewers. Nielsen National Universe Estimates, US only, people 18+, Aug - Oct 2018.

There are also a variety of options to measure results, including Nielsen Total Ad Ratings, Digital Ad Ratings and brand lift offerings from Facebook or Nielsen. Across 13 statistically significant Facebook brand lift studies, we saw evidence that In-Stream Reserve drives positive ad recall lift, with a median 10-point incremental lift. And of those studies, 69% saw an absolute average incremental lift in ad recall that outperformed their vertical benchmark.

Showcase makes it easy to plan, buy and measure video ad campaigns targeted at audiences ages 18+, using the same processes that premium video and TV ad buyers are familiar with. Advertisers can reserve inventory upfront, at a fixed price, guaranteed against Nielsen demographics and delivered with managed service from Facebook.

Learn more about advertising within Facebook’s premium video content.

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