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The social media company is upgrading its video ad products to better compete with TV.

Social media giant Facebook has announced it will let advertisers use targeting tools, like the custom audience, to plan campaigns in its Watch video channel. These targeting features are a part of the platform’s advertising program, Facebook Reserve, which was launched last year to allow brands to order commercials as they do on TV.

Director of North American partnerships at Facebook, Erik Geisler said that advertisers asked the company to improve its targeting options in Watch.  Now, advertisers will be able to apply custom audiences to directly serve messages to the customers.

Facebook said that it could hit a target audience with 98% effectiveness as compared to 39% effectiveness on TV. The California based company will offer the new advanced targeting option to a select few advertisers, and won’t launch it more broadly until next year.

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[4 minute read]

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