Facebook Beefs Up Video Metrics

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videoFacebook is rolling out additional video metrics such as unique video views, the average duration of the video view and audience retention over the coming weeks, the company said Monday.

“These new metrics are designed to help you learn what's resonating with people and determine how to more effectively create and promote your videos on Facebook,” according to a company blog post.

Facebook also outlined its definition of a video view, which is viewing an online video for three seconds or more, and it will allow advertisers to see the number of views that reached certain points in a video, e.g., 25%, 50%, 75%, 95% and 100%. In addition, using the “data breakdowns” feature in Ads Reporting enables brands to see whether specific audiences responded to the video.

Video inventory has yet to capture a majority of mobile in-app revenue, but there are signs of growth. Mobile SSP Inneractive, for example, saw a doubling in Q1 with demand partners focusing on video (60 buyers executed 800 campaigns, according to the company).

Facebook unveiled its video ads in March and is playing catch-up with other companies that are positioning themselves to leverage the expected growth in video advertising. Monday's news came nearly three months after Google said it would pipe real-time video metrics for measurement into its DoubleClick ad server via comScore’s vCE tool.

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