Facebook Adds Video to Desktop App Ads

Facebook announced last week that developers of desktop applications can now add video to their desktop app ads.

DesktopAppAdWithVideoAs Facebook churns down the path toward becoming a mobile company, the social network hasn’t abandoned desktop altogether, announcing last week that developers of desktop applications can now add video to their desktop app ads.

The addition of video creative to mobile app install ads was rolled out in October 2013, and the functionality was added for mobile app ads via Power Editor last December.

Facebook announced last week that “select partners” can now add video to desktop app ads via Power Editor and the ads create tool, adding that “the product will be available broadly soon” and encouraging interested developers to sign up here for the global release.

Facebook principal, monetization Robby Banks said in a developer blog post:

Today we’re introducing video functionality to desktop app ads to attract more people to install and play Facebook desktop games. This new advertising offering reflects Facebook’s continued investment in desktop games, and it makes it easier than ever to reach the 445 million people that play Facebook-connected games across desktop and mobile every month.

The video unit has similar functionality to our mobile app ads: It’s eligible to play automatically in News Feed, there is a persistent call to action over the video pop-up for ads rendering on the right-hand side of the page and all videos now have an end card that appears after they finish with options to replay it or install the game.

Readers: What are your thoughts on the addition of video to desktop app ads?


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.