Facebook says it also wants to give video advertisers more choices for how they buy video ads on the site.
For instance, Facebook’s 100% in-view option, which it first beta tested in September, is designed to satiate advertisers who wish to know whether or not all of their ad’s pixels were viewable. This buying option is different than its option to buy 10-second guaranteed views, which are more about time spent and duration.
Although Idema declined to comment on the percentage of marketers buying against 10-second guarantees versus the industry standard of three seconds, he said advertisers generally wanted more options to support longer view times.
The IPG Media Lab and Integral Ad Science separately released data late last week showing time spent is often a better gauge of ad effectiveness than percent of pixels in-view on a page.
In addition to the general release of third-party measurement through Moat, Facebook will give video advertisers new metrics identifying how many people viewed their videos with or without sound within Page Insights. At a later, undetermined date, it will enable this capability through Ad Insights.
Although numerous studies have shown television and digital video ads are more effective when they’re audible, Facebook is sticking to its guns – it claims the mobile news feed is a different animal since often, consumers are on the go or multitasking, which is not the same mindset as user-initiated desktop video or live TV.
Autoplay, when used with the right creative, remains effective, Facebook says.
“When you’re scrolling through a mobile feed, you’re consuming ads differently than if you were sitting on a couch watching TV for a long duration,” Idema said. “Our stats show people are able to absorb information in the first few seconds, determine what that video is about and make a cognitive choice about whether or not to engage further.”