MERCADEO DIGITAL

FACEBOOK REFINES VIDEO AD METRICS: Facebook is updating how video ads are measured to get a more accurate read on engagement, according to a blog post. The company is offering up a new video ad metric, removing a few old ones, and integrating more third-party measurement tools. Here’s a rundown of the announcements and why they’re important for advertisers:  

  • Video view metrics will no longer count repeated views. The company’s 3-second and 10-second video view counts will now be calculated based on unrepeated views, and no longer include views from users who have re-watched a video or count seconds from rewinding. Advertisers prefer counting “uniques” whenever possible because it’s a more accurate reflection of audience size. The updated metrics do this, while also smoothing out seemingly inflated engagement from obsessive users that watch the same video for hours on end.
  • Removing redundant metrics helps advertisers focus on the ones that matter. One of the biggest challenges when buying video ads is deciding on what metrics to analyze to determine the success of a campaign. Advertisers can be overwhelmed with too many data points and a messy campaign dashboard. That’s why Facebook is simplifying its ad reporting metrics by removing two redundant ones — 30-second video views, and video percentage watched. Facebook claims that these metrics are redundant with already available metrics that are infrequently used. Facebook removed 20 ad reporting metrics earlier this year.
  • Facebook’s new metric accounts for videos that never get played. The new metric is called “Video Plays,” which counts the actual plays of a video — not just impressions of videos that were served in a user’s feed but never played. Some videos may not get autoplayed because of a user’s settings, poor connectivity, or low phone battery. In this case, marketers customize a thumbnail image on video ads that aren’t played — which can sometimes count towards billable impressions for advertisers.

The metrics updates should be welcomed by advertisers invested in video ads, but Facebook has had trouble self-reporting its video metrics in the past, which is why the expansion of third-party verification is an important step. The company is integrating Oracle-owned Moat to its third-party measurement partners in order to audit Facebook’s reporting and to provide an alternative methodology for reporting video views and plays on the platform.

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