The launch of Facebook’s video advertising has been pushed back. Reportedly, the concern is how video advertising will affect user experience–traditionally, reaction to new advertising on the site is overwhelmingly negative. In that respect, some brands are waiting to see how the concept works before paying between $1 million and $2.4 for a 15- second video ad.
Another issue is that Facebook will have creative control over the ads appearing on its site. (Think of how Apple has always taken a firm hand over its apps–most famously, Steve Jobs’ anti-porn outburst regarding pink pixels and X-rated content in the App Store.) Although the video system will play TV ads, the social network would prefer brands come up with specially made advertising content–and that would be an extra cost for brands.
“It seems that every new ad unit within Facebook has some level of backlash from the user base for the first month,” a source told Ad Age’s Cotton Delo. “We’re hesitant to be first in the space for that reason.” The firm’s COO, Sheryl Sandberg, has already made clear just how valuable the mobile ad market is, and the firm was expected to start rolling out the system next month, ahead of this year’s online retail behemoth that is Black Friday. A new timeframe for video ads has not been announced.
[Image: Flickr user michael clark stuff]