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In the world of internet marketing, using video ads often requires larger budgets. In addition, the question arises as to the effectiveness of these campaigns, ie how many users actually watched the entire video. Or at least enough to send them a message. As a result, Facebook has previously offered a solution in 10-second video preview optimization. Advertisers could choose to pay only for impressions that lasted a minimum of 10 seconds. However, the ads still cost more than the advertisers wanted.
Knowing that, Facebook came up with its latest video ad campaign solution, ThruPlay Optimization.
ThruPlay video optimization
ThruPlay has the ability to intuitively optimize your videos. You only pay for videos that have been watched to the end, or at least 15 seconds, depending on which condition is met first. Since its introduction in September 2018, this type of advertising has been well received by advertisers, who have favored this way of advertising compared to the previous one. The reason for this is evident, because it is ThruPlay for the budget invested each time surpassed the results compared to 10-second videos. Therefore it is Facebook decided to ThruPlay set as default optimization for video ads.
Bigger reach
ThruPlay optimization implies that it will Optimize your ad to reach people who will watch the video to the end. This is certainly the case when it comes to video of 15 seconds or less. However, for videos longer than 15 seconds, Facebook will use ThruPlay Optimizing to show your ads to people who are more likely to watch the video for at least 15 seconds.
It is important to note that this change is related to delivery optimization, not payment. Advertisers will still have the option to choose impression-based payment or ThruPlay-a. With an offer for impressions, you will be charged when at least one part of the video ad is displayed, i.e. publications. With selection ThruPlay options, you will be charged when the video ad plays for up to 97% of the time or up to 15 seconds, whichever comes first.
Only two campaign options
Sa ThruPlay optimization, Facebook will show the ad to a larger number of people who will most likely watch the video until the end, and thus get to the part where it is call to action. This can be very useful for advertisers, especially for those who use Story-is in his ads.
After July 31, there will be only two options for video campaigns:
- ThruPlay: Videos that are viewed to completion or for at least 15 seconds. This is the default setting.
- 2-Second Continuous Video Views: The video is watched for at least 2 consecutive seconds.
Advertisers have until July 31 to choose another option for their video ad campaign if they have previously used the 10-second option. Those who do not choose the second campaign option will be stopped.
Putting up ThruPlayas a default video optimization really simplifies the ability to purchase ads. In addition, this default option will better match what advertisers really value - time and money.
Facebook is constantly developing its ad platform, and thus the ad purchase process. ThruPlay is the ad optimization that is Facebook dropped as an option for advertisers who want to get more views by the end of the video or up to 15 seconds of video, whichever comes first.
Made by Nemanja Nedeljkovic - Senior Account Manager @Digitizer
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