“Avoid saying anything negative about YouTube – leave the impression of the user experience up to them” Facebook tells its adtech partners in a leaked, confidential deck that teaches them to sell Facebook’s video ads. The 32-page document details Facebook’s plan to beat television with reach and YouTube with targeting, and spills the beans about an overhaul to video insights slated for Q1 2014.

If Facebook’s plan works, it could lure in tons of ad revenue as marketers shift their focus from television to digital.

The full “Facebook For Business: Video On Facebook” presentation including slides and Facebook’s notes is splayed out below. It was sent to Facebook’s Preferred Marketing Developer partners in late November to teach them to sell video ads to their clients. [Correction: This was sent to marketers, not presented at a meeting.] Facebook used NDAs to try to keep the presentation away from the public, but I’ve attained a copy.

Facebook’s pitch for video ads breaks down to three things, as explained in this excerpt from the presentation:

1.You want to be where people are. Changing consumer behavior should shape where you spend your marketing dollars. 2.You want to reach all of the people who matter to you. Facebook has unparalleled targeted reach. 3.You want to be in the most engaging digital real estate, which, as you just saw, is Facebook’s News Feed.

Fighting TV With Reach

It doesn’t take long for Facebook to start bluntly insulting the stalwart advertising medium. “Gone are the days when a family gathered around their TV on Sunday night to connect with the outside world. Television is no longer a guaranteed way to reach and engage your target audience,” Facebook writes. It cites an eMarketer studying saying time spent on digital will surpass TV in 2013, and notes people open their phone 100 times a day and Facebook 10-15 times a day.

Facebook then hits hard with graphs and Nielsen stats, saying that each major TV network only reach 55% to 61% of 18-24 year olds during prime time, but Facebook reaches 70%. Facebook later hawks its “Blast” campaigns that let brands reach the majority of people on Facebook with a video ad within one to three days.

Other than Google, few digital companies have the ability to reach an entire populace, which classically could only be found on TV. Facebook slams other digital properties, stating “A lot of time is spent by people on mobile with Google properties, YouTube, Yahoo!, MSN, AOL, Twitter and Pinterest…And more total time is spent on mobile on Facebook and Instagram than all of those combined.” It’s that scale, the ability to reach hundreds of millions of people quickly, that Facebook hopes will attract the world’s biggest advertisers.

Fighting YouTube And TV With Targeting