Facebook could have made it easy for advertisers to port their TV commercials or online pre-rolls into its new video ad unit. Instead, it’s spawned a fresh video ad format designed to minimize disruption to the user experience. While advertisers might be a bit annoyed they can’t reuse existing creative, Facebook’s decision could reduce backlash and preserve its audience. And it’s not the first time.
When Facebook originally introduced advertising, it didn’t offer the typical ad formats marketers were used to. They wanted flashing banners, home page takeovers, and standardized ad unit sizes so they could hawk their wares the same way they did elsewhere on the web.
Facebook said no.
The company knew that if it was going to grow to reach its full potential and become one of the most used parts of the Internet, advertising had to be subtle and it had to fit in. It…
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