It is the change of the algorithm that requires constant vigilance and monitoring of emerging…
In the world of internet marketing, using video ads often requires bigger budgets. In addition, there is also the question of the effectiveness of these campaigns, i.e. 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 advertisers wanted.
Knowing this, Facebook has come 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 are watched to the end or at least 15 seconds, whichever comes first. Since its introduction in September 2018, this type of advertising has been well received by advertisers, who have favored this method of advertising over the previous one. The reason for this is obvious, because it is ThruPlay For the budget invested, it outperformed 10-second videos every time. Therefore it is Facebook decided to make ThruPlay the default optimization for video ads.
Greater 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 videos of 15 seconds or less. However, for videos longer than 15 seconds, Facebook will use ThruPlay optimization to show ads to people who are more likely to watch a video for at least 15 seconds.
It’s important to note that this change is related to shipping optimization, not payment. Advertisers will still have the option to choose to pay based on impressions or ThruPlay– a. With an offer for impression, you will be charged when at least one part of the video ad is shown, i.e. announcements. With selection ThruPlay options, you will be billed when the video ad plays up to 97% of its duration or up to 15 seconds, whichever comes first.

Only two options for the campaign
With ThruPlay optimization, Facebook will show the ad to more people who are most likely to watch the video to completion, and therefore reach the part where the call to action is located. Ovo može biti veoma korisno za oglašivače, posebno za one koji koriste Story is in its ads.
After July 31st, there will be only two options for video campaigns:
- ThruPlay: Videos that are watched until completion or at least 15 seconds. This is the default setting.
- 2-Second Continuous Video Views : The video is viewed for at least 2 consecutive seconds.

Advertisers have until July 31 to choose another option for their video ad campaign if they previously used the 10-second option. Those who do not choose the second option will have their campaign stopped.
Setting up ThruPlay-a as the default video optimization really simplifies your ad buying options. Additionally, this default option will better align with what advertisers really value – time and money.
Facebook is constantly evolving its ad platform, and thus the ad buying process. ThruPlay is an ad optimization that Facebook rolled out as an option for advertisers who want to get more impressions until the very end of a video or up to 15 seconds of a video, whichever comes first.
Made by Nemanja Nedeljković – Senior Account Manager @Digitizer