Meta Video Planning and Buying Guide

Meta Video Planning
and Buying Guide
HOW TO PLAN AND BUY YOUR NEXT BRAND
BUILDING VIDEO CAMPAIGN ON META

META VIDEO PLANNING AND BUYING GUIDE
What this guide is and
how it can help you
Meta solutions are designed to give advertisers the
flexibility of customizing media strategies to achieve your
business or marketing outcomes.
This guide will cover:
• How to build your Video powered media plan on Meta in 3 simple steps to
achieve various campaign objectives, including set up recommendations,
and campaign set up adjustments and trade offs.
• The value that Meta Video adds to your current media plan such as by enhancing
your TV strategy or launching a digital-first brand building campaign.
• An explanation of the available Video ad formats and our creative
recommendations including how Meta Business Partners can support
such as through In-stream optimized creative assets.

For example:
• Enhancing your Online Video or TV
strategy
• Building a digital-first, brand
awareness plan
• Building a Video-centric media plan
Facebook In-stream
Reach new audiences with new
creatives and placements
Maximise completed video views
in a dedicated video environment
Amplify reach and cut-through
Facebook Feed + Stories
+ Facebook In-stream
Build your Video powered
media plan in 3 simple steps
Testing Facebook & Instagram Reels
2 IDENTIFY CAMPAIGN
STRATEGIES
1 IDENTIFY MEDIA
OBJECTIVES
3 APPLY VIDEO
MODULES

Campaign
Strategy
Video
Plan
Facebook In-stream
Maximise completed video views
in a dedicated video environment

In-stream is an integral part
of storytelling for brands
In-stream ads are video ads that appear within long-form publisher content on
Facebook. Brands can communicate longer messages with In-stream ads.
74%
of Facebook In-stream
non-skippable video ad views
are completed, globally.
50%
of Facebook In-stream
non-skippable video ad views are
completed with sound on, globally.
Source: Meta Internal 11/01/2021-01/31/2022, based on only selecting In-stream,
Video Views objective with ThruPlay optimisation, Opted Out of Skippable Ads

Guide to using Facebook In-stream for
maximising completed views of your video ad
ADS
MANAGER
SELECTIONS
TIPS &
GUIDANCE
To maximise completed video views, select
Awareness as the campaign objective which
will enable using ThruPlay as the optimisation.
ThruPlay optimisation looks for people
that are likely to watch your video ad to a
15 seconds completion and gives you the
option to be billed when your video ad is
watched for 15 seconds.
If guaranteed reach and predictable
pricing is also important, change the buy
type from Auction to Reach & Frequency
and keep the same campaign objective
and optimisation type.
Selecting In-stream as the only placement
will ensure your video ad is delivered in a
dedicated video environment which is more
likely to offer completed, sound on views
compared to other placements across Meta.
If you want to reflect your TV or OLV
campaign, you can select specific Video
Topics. This is only available when using
In-stream as a standalone placement.
There are over 700 topics to select
from such as Sport > Basketball.
Recommend to use a video ad between
5-15 seconds, horizontal orientation,
including subtitles.
More mobile first creative tips:
• Use 6’s to minimize cost, use 15’s
to maximise completion rate
• Assign the right aspect ratio assets
to the right placements
• Create assets that work with
sound on and off
• Book-ending your video ad
with prominent branding
• Front load your story arc
— tell it as soon as you can
Optional to add a desired cost per
ThruPlay to hit any campaign level KPI’s.
For the more advanced, Business impact can
be measured by Lift studies or A/B testing.
More advanced measurement can be
recommended based on advertiser
business objectives.
Objective = Awareness
Optimisation = ThruPlay
Manual Placements = Facebook
In-stream Videos
Creative = Add or Create Video
Campaign KPI = Cost per ThruPlay
Business Impact =
Brand / Conversion Lift
PLACEMENTS
OBJECTIVE CREATIVE MEASUREMENT

What if?
My video ads are longer
than 15 seconds.
Cost per ThruPlay is
higher than expected.
I prefer my ads to be
100% non-skippable.
I prefer to indicate the type
of content my In-stream ads
will appear.
Solution
Set ”cost per result” goal.
When ThruPlay is the optimisation
and this automatically excludes
skippable inventory.
Explore Facebook In-stream Video
Topics or brand suitability controls
which can offer category, publisher
or content level control.
Understand implications
Feature brand within first 5 seconds
to maximise brand exposure.
Setting caps may impact delivery.
Excluding skippable ads may result
in lower reach and higher CPM.
Avoid applying too few Video Topics
or too many brand suitability filters
unnecessarily as this will limit reach
and can impact delivery.
In-stream ads now support
videos up to 10 minutes long.

DBS Singapore
Lifting awareness, ad recall and intent
with Facebook In-stream video ads
The financial services institution ran a campaign to test whether
Facebook In-stream video ads would increase brand metrics and found
they were effective in lifting ad recall, awareness and action intent.
Source: DBS Singapore, November 2021, Meta Case Study
FACEBOOK IN-STREAM ONLY
“The insights into viewer engagement from Audience Manager assured us that we implemented
the right marketing strategy, and the above-benchmark brand metrics reinforced the strength
of the format and placement. We believe this learning will also help pave the way for future
campaigns.”– Krishna Kota | SVP, Group Strategic Marketing and Communications, DBS.
+39pts
Brand Awareness
+9pts +6pts
Ad Recall action intent
VIEW FULL CASE STUDY HERE

Create your own learnings: Understand the impact of
different In-stream standalone campaign set up settings
Hypothesis
Different In-stream campaign settings can drive
varying results depending on your business goals.
- In-stream has an opportunity to reach consumers in an
environment in which they are engaged as viewers and
deliver a full 15’s video ad to the audience.
The increased user attention can drive greater effectiveness.
This study is testing how different campaign settings like
objective, targeting, frequency or skippable opt in inclusion
can drive most effective business goals.
It is important to make sure that the cells are comparable. When
setting up the study, all variables between the cells should be equal
- except for the one campaign setting that you are testing.
In-stream creative quality is particularly important to the success
of the placement. Reference our In-stream Creative Best Practices
prior to campaign launch to ensure the placement is set up for
success (link).
Measurement Solutions:
• Brand lift
• Offline Sales Lift
• Conversion Lift
Recommended Brand Lift Questions:
• Standard Ad Recall
• Awareness
• Intent/Consideration
Business impact
Consideration

Campaign
Strategy
Video
Plan
Amplify reach and cut-through
Facebook Feed + Stories
+ Facebook In-stream

Adding an In-stream standalone
campaign on top of your base
branding campaign can help drive
up to 1.5x greater ad recall lift1.
BAU = Business As Usual
(e.g. Brand awareness objective for brand campaign,
and conversion objective for conversion campaign)
CELL A CELL B
VS
BAU BAU
IN-STREAM
(40% of BAU budget)
Source: 1) Based on median results from 10 internal Brand Lift studies, from 2019 to 2020, with Auto,
CPG, eComm, FinServ, Tech, Telco, Travel verticals, run in TH (n=4), US (n= 2), ID (n = 1), KR (n=2) 2) REGION: NOAM(n=5),
APAC (n=2), LATAM(n=1), EMEA(n=3), DURATION: April – June 2021, VERTICALS: CPG(n=6), ECOMM(n=3), GAMING(n=1),
RETAIL (n=1), Results indicate In-Stream, Standalone on top of BAU outperformed BAU with 66% confidence.
20%
lower cost per ad recaller2
68%
lower cost compared to allocating
the additional budget on BAU*2
*When adding 25% incremental budget to
Facebook In-stream Standalone on top of BAU.

ADS
MANAGER
SELECTIONS
TIPS &
GUIDANCE
This set up looks to deliver ads to the
maximum number of people, or maximise
ad recall lift.
Use Reach & Frequency as the buy type
for more predictability in planning, allowing
adjustments between reach and frequency
to reach your campaign objectives.
Reach the right person no matter where
they are across our family of apps. Select
“Automatic Placements” and Meta will select
these placements for you including our
popular Feed and Stories placements.
Max of 15 seconds
Mobile-optimised creative
For the more advanced, Business impact
can be measured by Lift studies or A/B
testing. More advanced measurement can
be recommended based on advertiser
Objective = awareness
Optimisation = reach or ad recall lift
Placements = Automatic Creative #1 = Square 1:1
Campaign KPI = Total campaign reach
Business Impact = Ad recall lift
PLACEMENTS
CAMPAIGN A
Max of 15 seconds
Mobile-optimised creative
Creative #2 = Vertical 9:16
Guide to using a combination of Facebook Feed + Stories
(Campaign A) and Facebook In-stream (Campaign B) to
maximise reach and cut-through

Guide to using a combination of Facebook Feed + Stories
(Campaign A) and Facebook In-stream (Campaign B) to
maximise reach and cut-through
ADS
MANAGER
SELECTIONS
TIPS &
GUIDANCE
To maximise completed video views,
select Awareness as the campaign objective
which will enable using ThruPlay as the
optimization. ThruPlay optimisation looks
for people that are likely to watch your video
ad to a 15 seconds completion and gives you
the option to be billed when your video ad
is watched for 15 seconds.
and optimization type.
Selecting In-stream as the only placement
will ensure your video ad is delivered in a
dedicated video environment which is more
likely to offer completed, sound on views
compared to other placements across Meta.
If you want to reflect your TV or OLV
campaign you can select specific Video
Topics. This is only available when using
In-stream as a standalone placement.
There are over 700 topics to select from
such as Sport > Basketball.
Recommend to use a video ad between
5-15 seconds, horizontal orientation,
including subtitles.
More mobile first creative tips:
• Use 6’s to minimize cost, use 15’s
to maximise completion rate
• Assign the right aspect ratio
assets to the right placements
• Create assets that work with
sound on and off
• Book-ending your video ad
with prominent branding
• Front load your story arc
— tell it as soon as you can
Optional to add a desired cost per
ThruPlay to hit any campaign level KPI’s.
For the more advanced, Business impact
can be measured by Lift studies or A/B
testing. More advanced measurement
can be recommended based on advertiser
Objective = awareness
Optimisation = ThruPlay
Manual Placements = Facebook
In-stream Videos
Creative = Add or Create Video
Campaign KPI = Cost per ThruPlay
Business Impact = Brand /
Conversion Lift
PLACEMENTS
CAMPAIGN B

Buying two campaigns allows you to
deliver upon two different KPI’s at the
same time. Campaign A will deliver you
ad recall. Campaign B will deliver you
completed video views.
What if?
I only want to manage one campaign.
Can I just make sure that In-stream is
selected as part of Campaign A?
I want to duplicate Campaign A set
up to create Campaign B. Can I do
this and only change Campaign B’s
optimisation to be ThruPlay?
Solution
We still recommend changing more
than the optimisation to ensure that
Campaign B has the best chance to
deliver Video Views by only including
In-stream ads.
Understand implications
A dual campaign strategy will provide
1.5X greater brand impact1 versus simply
including In-stream as part of Campaign
A plus reduce costs by 68%2, compared
to allocating additional budget on BAU.
If you only change the optimisation,
you run the risk of not achieving as many
completed video views which means
your brand story isn’t watched in full.
Source: 1) Based on median results from 10 internal Brand Lift
studies, from 2019 to 2020, with Auto, CPG, eComm, FinServ,
Tech, Telco, Travel verticals, run in TH (n=4), US (n= 2), ID (n = 1),
KR (n=2) 2) REGION: NOAM(n=5), APAC (n=2), LATAM(n=1),
EMEA(n=3), DURATION: April – June 2021, VERTICALS:
CPG(n=6), ECOMM(n=3), GAMING(n=1), RETAIL (n=1), Results
indicate In-Stream, Standalone on top of BAU outperformed BAU
with 66% confidence.

Pepsi Max Australia
Complementing campaign strategy with
Facebook In-stream video ads
By adding in-stream video ads to its campaign strategy alongside Feed
and Stories, Pepsi Max successfully cut through the noise during the
competitive holiday season and saw significant lifts in brand awareness.
Source: PepsiCo, Dec 2021, Meta Case Study. Results are self-reported and not identically repeatable. Generally expected individual results will differ
FACEBOOK/ INSTAGRAM STORIES, FEED
FACEBOOK IN-STREAM
“With online video now a key part of our media screen strategy we partnered with Meta to test
in-stream ads to help us to cut-through during the holiday season. We were extremely happy
with the results of this campaign which resulted in increased ad recall and message association.
A successful test with some impressive results - proving that in-stream video would be part of
our ongoing media strategy.” – Gill McHattie, Senior Digital & Ecommerce Manager, Pepsi Max.
+8.5pts
Message Agreement P25-45
+7.9pts $0.04
Ad Recall Cost per completed view

Tourism New Zealand
Lifting awareness and ad recall with Facebook In-stream video
ads
To convince Australians to travel to New Zealand, Tourism New Zealand ran In-stream video
ads to supplement its business-as-usual video ads in Stories and Feed. The brand awareness
campaign successfully reached over 5 million Australians and drove incremental brand
outcomes that dramatically exceeded category benchmarks.
Source: Tourism New Zealand, Dec 2021, Meta Case Study. Results are self-reported and not identically repeatable. Generally expected individual results will differ
FACEBOOK IN-STREAM
“During a time when international travel was restricted, the ‘Messages from New Zealand’
campaign was an opportunity to continue sharing our manaakitanga (hospitality, care and
kindness). By adding in-stream video ads to our usual Meta campaign, we successfully shared our
culture and boosted our brand metrics.” - Andrew Waddel, General Manager, Tourism New Zealand.
+8.5pts
Ad recall amongst
Australians aged 35–44
+12pts +1.7pts
Ad Recall Brand preference

KITKAT Australia
Adding In-stream ads to deliver longer,
more complex marketing messages
As shoppers increasingly prioritise sustainability in their purchasing decisions,
KITKAT Australia introduced a new recycling initiative by adding In-stream ads
with Feed and Stories to go deeper with the audience with longer-form content.
Source: KITKAT Australia, Nov 2021, Meta Business Case Study. Results are self-reported and not identically repeatable. Generally expected individual results will differ
FACEBOOK IN-STREAM
+7.7pts +7.2pts 1.5x
Incremental increase in
awareness of KITKAT’s
recyclable wrappers
Incremental increase in
message association, with
KITKAT positioned as
the leader in recyclable
confectionery packaging
More effective in shifting
brand outcomes when
in-stream is added to
the placement mix

Dan Murphy’s
Increasing ad recall, message association and
awareness with Facebook In-stream video ads
In order to reach the ‘young premium’ audience, the Australian liquor
supermarket chain used In-stream ads, Stories and Feed to decode
wine terminology and make wine more approachable for all.
Source: Dan Murphy’s, Nov 2021, Meta Business Case Study. Results are self-reported and not identically repeatable. Generally expected individual results will differ
FACEBOOK IN-STREAM
"Facebook is integral to our multi channel media approach to drive brand adoration and audience
engagement. The Decoded Wine Awards campaign was perfect for trying new approaches to
creative and audience targeting. The results speak for themselves and we are very pleased with the
strong reach and engagement driven.” - Utadi Murphy, Head of Marketing & Loyalty, Dan Murphy’s.
+18.5pts
Standard ad recall
Benchmark: +8.1 pts
+14.6pts
Message agreement
Benchmark: +0.9 pts
+25.7pts
Unaided ad recall
Benchmark: +7.5 pts
+10.6pts
Top of mind awareness
Benchmark: +1.7 pts

Create your own learnings: Understand the impact of adding an
In-stream standalone campaign on top of your usual campaign
CELL A
BAO
CELL B
BAO + In-stream
Control
Brand
Awareness
Campaign
(BAO)
(2 million reach min)
In-stream
(40% of BAO
investment)
Control
Brand
Awareness
Campaign
(BAO)
(2 million reach min)
MEASUREMENT SOLUTION Brand Lift Study
KPI Lift, Positive people impacted (Lift x Reach),
Cost per positive people impacted
REACH Min. 2M per cell
FREQUENCY Average 2/week (freq. cap of 4/week)
DURATION 4 weeks
OPTIMISATION Brand Awareness • Feed+Stories:
Brand awareness
• In-stream: Video Views

Campaign
Strategy
Video
Module
Reach new audiences with new
creatives and placements
Testing Facebook &
Instagram Reels

Guide to reach new audiences by including
Reels in your usual Feed & Stories campaign
ADS
MANAGER
SELECTIONS
TIPS &
GUIDANCE
Maintain your usual campaign objectives
and optimisations. No need to change
these when you include Reels.
and optimization type.
Selecting Automatic Placements will
ensure your campaign is including all
placements across Meta including
Facebook and Instagram Reels. This
includes our Interstitial and Overlay
placements.
For the Reels interstitial placements
we recommend extending existing Feed
and Stories creatives and leveraging
Placement Asset Customisation.
Start testing impact based on which
creative performs best via Split Testing.
Contact us to understand how to
advance your measurement structures.
Any Automatic Placements Add or Create Video
Campaign KPI = Various (Reach,
Impressions, 2” views etc.)
Business Impact = Brand /
Conversion Lift
PLACEMENTS

Create your own learnings: Understand the impact
of adding Reels to your Feed & Stories campaign
Test Plan
FLIGHT TIME 2-4 weeks
MEASUREMENT TOOL Conversion Lift; Brand Lift
BUDGET 200 x CPA per cell (Conversion lift), 2M minimum
reach (Brand Lift), whichever is higher if doing both
Same budget level for Cell 1 and Cell 2; Turn on CBO
for Cell 2, let Meta algorithm decide budget split
AUDIENCE BAU audience, same across cells/ad sets, broad
KPIs Brand lift, Conversion lift, CVR, CPA
CELL A
BAU
CELL B
BAU + Reels
Control
BAU +
Reels
Automatic placements
Control
BAU
Automatic placements

META VIDEO PLANNING
AND BUYING GUIDE
How does Meta
Video fit into
your current
media plan?
Case 1: Enhancing
TV with Meta Video
Useful for brands planning
high impact campaigns like
launching new communication
and products, building brand
authority, restages, etc.
Adding Meta video on top of a TV campaign
drives incremental brand impact
Source: 1) Kantar Southeast Asia Meta-Analysis on 27 Cross Media Studies from 2019-2020. 2) Total Ad Ratings (TAR) cross-media study ,Thailand & Indonesia by Nielsen
(Facebook-commissioned meta-analysis of 20 cross-platform campaigns running April 2018-July 2019), 3) Kantar – WorldPanel Division – Meta Analysis Facebook 2018-2019, 4)
Nielsen Meta Analysis study of 20+ marketing mix studies (commissioned by Facebook) in emerging markets. Studies ran from 2016-2017)
+12%
Brand awareness1
+9%
Message association1
+10%
Motivation1
+12%
Total campaign uplift1
• Combining TV and digital ad campaigns added 15% additional incremental reach on average.2
• People are 1.3X more likely to make a purchase after seeing an ad on both Meta and TV,
compared to seeing on 1 platform alone.3
• Meta presents better ROI (1.92) compared to other platforms: TV (1.25) and overall digital (1.67).4
ADDITIONAL PROOF POINTS:

META VIDEO PLANNING
AND BUYING GUIDE
How does Meta
Video fit into
your current
media plan?
Case 2: Digital-first
brand building
Useful for brands choosing to
execute a digital-first strategy
or reach digital savvy
audiences to build their brand
Drive ad recall lift with digital-first creative
by adopting Meta’s In-stream creative
recommendations
Source: 1) Internal US Facebook Brand Lift data, October 1, 2020 - April 1, 2021, n = 94 studies, 2) Nielsen ROI compass database across 139 APAC marketing mix projects, 2014-
2019, 3) Nielsen Meta Analysis study of 20+ marketing mix studies (commissioned by Facebook) in emerging markets. Studies ran from 2016-2017, 4) Nielsen ROI compass
database across 20 Japan marketing mix projects, 2015-2019
+6.5pts
• Meta has higher proportion of cases with >1 ROI (65%), compared to TV (38%) and OLV (47%).2
• Meta presents better ROI (1.92) compared to other platforms: TV (1.25) and overall digital
(1.67).3
• Longer Meta campaigns have proven to drive 8% higher ROI compared to shorter campaigns.4
ADDITIONAL PROOF POINTS:
Campaigns adopting Meta’s In-stream creative best
practices saw a 6.5-point higher ad recall lift on average.*1
*Findings are compared to campaigns that did not adopt these recommendations.

The following section showcases our main video formats on
Facebook and Instagram and creative best practices to extract
the most effectiveness out of your campaigns.
To see specifications of these formats, go to the Meta Ad Specs
site. For more creative inspiration, visit our video inspiration hub.
Reels
Short-form entertainment
which drives discovery
Feed
Mass-surface storytelling
with high reach potential
Facebook In-stream
Long-form brand storytelling
to leaned-in viewers
Stories
Immersive, snackable
storytelling
SHORT-FORM VIDEO
LONG-FORM VIDEO
Connect with people through longer brand
stories on Facebook
Connect with people through engaging short bursts of
entertainment across Facebook and Instagram
Main Video Formats

In-stream Video Ad Formats
NON-SKIPPABLE AD
After watching the video for ~60s,
5-15s In-stream video ads will play
to full before the video resumes.
A small portion of the ads will play
before or after the video.
SKIPPABLE AD
In-stream ad with a 5s force view,
viewers can skip the ad after.
LONG-FORM AD
In-stream ads longer than 15s truncate
at the 15s mark. Users can tap on
thumbnail to continue watching the
rest of the ad up to 10 mins.
PERFORMANCE VIDEO
Across all objectives, In-stream
ads support CTA buttons which will
appear on the bottom right side of
the video ad.
Learn more about the ad specifications for In-stream here.

STICKER AD INTERSTITIAL AD
BANNER AD
Render at the bottom of Facebook Reels content in
the form of a single static image ad that can appear
after 1 second of the Facebook Reel elapsing.
STICKER AD
Compressed single static image ad that can be opted
into and placed anywhere by a creator or partner within
their Facebook Reel content. Sticker ads can also
appear after 1 second of the Facebook Reel elapsing.
INTERSTITIAL AD
Full-screen immersive ads between Reels. Ads may
be up to 60 seconds and people can comment, like,
view, save, share and skip them.
Learn more about the ad specifications for Facebook
Reels and Instagram Reels.
Reels Ad Formats
BANNER AD

In-stream
VIDEO LENGTH
15 seconds or less
BRANDING
Showcase your brand within
the first 3 seconds
SOUND
Design for sound off,
but delight with sound on
SET-UP
Combined campaign between
Feed, Stories and Reels; Use
Placement Asset Customisation
to customize creative between
Feed, Stories & Reels
Feed | Stories | Reels
VIDEO LENGTH
15 seconds or less
(supports up to 10 minutes)
BRANDING
Showcase your brand within
the first 5 seconds
SOUND
Design for sound on
SET-UP
In-stream standalone
campaign
1:1 9:16 9:16
Click to view
video best practices
Mobile optimised creative checklist

Partner Platform capabilities Regions Packages and Solutions
Canva Video templates All APAC In-stream Video templates
Kaizen
Platform
Asset optimisation JP, KR In-stream Standalone packages
Offeo Video templates All APAC Gated offering*
Shuttlerock Asset optimisation ANZ, GCR, JP, SEA In-stream Standalone packages
Smartly Asset optimisation All APAC In-stream Standalone packages
VMG Asset optimisation ANZ, IN, SEA
In-stream Standalone packages
In-stream Sprint
META VIDEO PLANNING
AND BUYING GUIDE
Introducing Meta
Business Partners
Meta Business Partners are a community
of third-party technology companies and
service providers with expertise in a
specific area. When you connect with the
right partner, they can find solutions to
help with nearly any challenge—including
making the most of your data.
For example, if you don’t have
In-stream optimised creative assets,
a creative partner can help develop
effective In-stream video ads.
Asset optimization partners help
advertisers build In-stream optimized
assets using their existing TVC or
other brand assets
Video template partners offer
easy-to-use video templates optimized
for In-stream best practices
*Advertisers need to buy a subscription to access

To get started, reach out to your
Meta representative or visit the
Meta for Business Video ads hub
for more information.

Meta Video Planning and Buying Guide

Meta Video Planning and Buying Guide

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