In the 32-page document, Facebook advises its execs on how to sell the platform to potential advertisers. The ad pitch pushes the notion that the social media company can beat both YouTube and TV in video advertising dollars if the right points are emphasized.
While the deck says to “Avoid saying anything negative about YouTube,” it does advise its readers to sell the fact that the viewing of Facebook video ads are optional: “When you use video on Facebook, these are chosen views – the consumers clicks to play or scrolls through to watch the video as compared to an ad on YouTube interrupting the user experience and feeling forced.”
On mobile, the deck claims that against YouTube, Google, Yahoo!, Twitter, AOL, MSN and Pinterest, “more total time is spent on mobile on Facebook and Instagram than all of those combined.”
If clients bring up YouTube’s access to aggregate counter, the deck says potential responses are:
“Yes, YouTube has the aggregate counter, but Facebook’s Ad Insights provides additional stats re: likes, comments, and shares.
Facebook offers a larger image in the most engaging place on the web –
thumbnail takes up a lot of space in News Feed
The post-click experience with native Facebook video is more streamlined than the experience when a user clicks on a link pointing to an offsite video player (see next slide)”
The most interesting part of the deck may be Facebook’s admission that YouTube has the social media platform beat based on their ability to report video insights statistics, which Facebook would soon have by the first quarter of 2014:
“Currently, we only report on video plays, which is a weakness compared to YouTube, which reports on video views, completed views, and average duration of view. We are working on building out our video insights to give advertisers a better sense for how videos are performing. New video insights target launch: Q1 2014. [NOTE: Video insights improvements are highlight (sic) confidential]“
Facebook recently introduced a new auto-play video feature for its users on web and mobile that was speculated to be a way for the company to get more ads viewed. If Facebook’s plan goes right, auto-play and its new video insights in 2014 will help the site get more and bigger advertising budgets than its main rivals in the video ad space.