In the world of internet marketing, the use of video ads often requires larger budgets. In addition, there is the question of the effectiveness of these campaigns, i.e. how many users actually watched the entire video. Or at least enough to send a message. As a result, Facebook Earlier offered a solution in the 10-second optimization of video views. Advertisers could only choose to pay for impressions that lasted at least 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 It has the ability to optimize your videos intuitively. You only pay for videos that are watched to the end or for at least 15 seconds, depending on which condition was met first. Since its introduction in September 2018, this type of advertising has been well received by advertisers, who have favored this type of advertising over the previous one. The reason for this is obvious, because it is ThruPlay For the budget invested, each time exceeded the results compared to 10-second videos. Therefore, it is Facebook has decided to make ThruPlay the default optimization for video ads.
Greater reach
ThruPlay optimization means that it will be Optimize your ad to reach people who will watch the video to the end. This is certainly the case when it comes to a video 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 is important to note that this change is related to delivery optimization, not payment. Advertisers will still have the option to choose to pay based on impressions or ThruPlay-a. With the offer for ImpressionYou will be charged when at least one part of the video ad is shown. announcements. With selection With ThruPlay , you’ll be charged when a video ad plays up to 97% of its duration, or up to 15 seconds, whichever comes first.
There are only two options for the campaign.
With ThruPlay optimization, Facebook will show the ad to more people who are more likely to watch the video until the end, and therefore reach the call-to-action section. This can be very useful for advertisers, especially those who use Stories in their advertisements.
After July 31, there will be only two options for video campaigns:
- ThruPlay: Videos that are watched until the end or at least 15 seconds. This is the default position.
- 2-Second Continuous Video Views: The video is viewed for at least 2 consecutive seconds.
Advertisers have until July 31 to choose a different option for their video ad campaign if they have previously used the 10-second option. Those who do not choose the second option will have their campaigns stopped.
Setting up ThruPlay-And as the default video optimization really simplifies the possibilities of buying ads. In addition, 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 has rolled out as an option for advertisers who want to get more views by the end of the video or up to 15 seconds of the video, whichever comes first.
Made by Nemanja Nedeljković – Senior Account Manager @Digitizer
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