Home Digital TV and Video Facebook Beefs Up Video Metrics
Digital TV and Video

Facebook Beefs Up Video Metrics

By

SHARE:

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.

Must Read

The FTC's latest staff report has strong message for social media and streaming video platforms: Stop engaging in the "vast surveillance" of consumers.
Privacy

FTC Denounces Social Media And Video Streaming Platforms For ‘Privacy-Invasive’ Data Practices

The FTC’s latest staff report has strong message for social media and streaming video platforms: Stop engaging in the “vast surveillance” of consumers.

Publishers

Publishers Feel Seen At The Google Ad Tech Antitrust Trial

Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.

Albert Thompson, Managing Director, Digital at Walton Isaacson
Agencies

To Cure What Ails Digital Advertising, Marketers And Publishers Must Get Back To Basics

Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
A comic depiction of Google's ad machine sucking money out of a publisher.
Google antitrust trial

DOJ vs. Google, Day Five Rewind: Prebid Reality Check, Unfair Rev Share And Jedi Blue (Sorta)

Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)

Comic: Alphabet Soup
Online Advertising

Buried DOJ Evidence Reveals How Google Dealt With The Trade Desk

In the process of the investigation into Google, the Department of Justice unearthed a vast trove of separate evidence. Some of these findings paint a whole new picture of how Google interacts and competes with its main DSP rival, The Trade Desk.

Comic: The Unified Auction
Google antitrust trial

DOJ vs. Google, Day Four: Behind The Scenes On The Fraught Rollout Of Unified Pricing Rules

On Thursday, the US district court in Alexandria, Virginia boarded a time machine back to April 18, 2019 – the day of a tense meeting between Google and publishers.

Popular

  1. CTV

    Roku Launches Its Own Self-Serve Ad Platform

    On Wednesday, Roku became the latest streaming company to unveil a self-serve ad platform. Roku Ads Manager, as it’s called, is part of Roku’s bid to reach new CTV buyer demand.

  2. Publishers

    Publishers Feel Seen At The Google Ad Tech Antitrust Trial

    Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.

  3. Programmatic

    New DEI-Focused SSP Wants To Put More Money Into The Hands Of Publishers

    Programmatic media buyers care about serving the needs of their advertiser clients. But there’s no reason they can’t also help publishers – especially diverse publishers – at the same time.

  4. The FTC's latest staff report has strong message for social media and streaming video platforms: Stop engaging in the "vast surveillance" of consumers.
    Privacy

    FTC Denounces Social Media And Video Streaming Platforms For ‘Privacy-Invasive’ Data Practices

    The FTC’s latest staff report has strong message for social media and streaming video platforms: Stop engaging in the “vast surveillance” of consumers.

  5. Comic: Peak RMN
    commerce

    Retailers Are Opening Themselves To Programmatic – But Will They Regret It?

    Most retailers are long past withholding their shopper data from programmatic tech. They prefer the low-hanging fruit. But was that a good decision?