Video Views Or Bust – A Tale of Efficiency

August 6, 2019

Brands taking advantage of the power of video advertising put a lot into creating spots that will motivate their target audience to take action. Planning, production, approvals, and creative decisions are all just a small part of what can be a tedious and expensive process. Given everything that goes into their creation, brands want their ads to be seen by the right audience in the right environment.

When buying Facebook Video, campaigns usually run In-Feed, In-Stream, on the Audience Network, and within Instagram. Any of these placements will put ads in front of a desired target audience- but against a viewability standard of only 2-3 seconds. It’s likely that any spot will require more than 2-3 seconds to communicate effectively.

If the goal is not just viewability, but actual completed video views, then it is a matter of aligning the right ad unit with the right campaign objective. Recent analysis of OpenSlate Facebook Campaigns have found that Facebook’s In-Stream ad units have a 5.5x more efficient Cost Per ThruPlay when it comes to video completes (compared to the other Facebook Video units).

“Videos that are 0:15 seconds are long enough to tell a story, but short enough that users don’t mind watching the whole thing. This new optimization [Cost Per ThruPlay] delivers guaranteed completed views and only charges the advertiser after a 0:15 second view, offering an option for a bit more quality over quantity.” (Robin Greenbaum / Medium). This differs from the widely accepted Cost Per View that uses the 2-3 second standard for a view.

According to OpenSlate findings, In-Stream units typically only make up 6.6% of a campaign’s budget but account for over 59.6% of a campaign’s total ThruPlays. Given an objective of completed views, OpenSlate recommends increasing weight of In-Stream units and optimizing against Cost Per ThruPlay rather than Cost Per View for Facebook campaigns. Reach out to your OpenSlate representative to learn more.

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