Staples’ ad agency, Shareability, released a video in December for client Freshpet. The ad featured dogs assuming the poses of humans during a holiday dinner. It quickly went viral. That wasn’t that surprising. The revelatory part was the disparity between views on YouTube compared to Facebook.
On YouTube, the video has racked up around 7.5 million views so far. On Facebook, the figure is 20 million. “It was fairly eye-opening,” he says. “Things are evolving really quickly.”
No wonder then that many advertisers in the big game are looking to go Facebook native. Wix, a first-time advertiser, is putting its teaser ads on Facebook in Facebook’s native format instead of dropping a YouTube link. “I think YouTube is sitting out there on the Internet without a communications network,” says Eric Mason, VP of strategy and communications at Wix. “Facebook gives you a communications network.”
For the first time, GoDaddy will also use Facebook’s native video format to post its Super Bowl ads and teasers, a rep said. “We have been increasing our usage of Facebook video posts and are looking forward to some of the new options they are testing now,” the rep said.
Anheuser-Busch will also employ Facebook’s native video player while using the live player on YouTube. “It comes down to what users are most comfortable and familiar with on a particular site, which ultimately drives more viewership,” says Lucas Herscovici, vice president, consumer connections at Anheuser-Busch. Carnival Cruise Lines, which is running its first Super Bowl ad this year, also plans to release its ad on Facebook in Facebook’s native format. Facebook may be the big winner of this year’s Super Bowl