“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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