If you’ve been unhappy with what Facebook constitutes as a video view, they have certainly heard you. Wall Street Journal reports that the company has decided to provide a new pricing option for marketers to find out which ads are really being watched, by electing to pay for a video ad that plays for at least 10 seconds.
“We don’t believe it’s the best option in terms of capturing the best value and brand objectives marketers care about, but we want to give them control and choice over how they buy,” said a Facebook spokeswoman.
The move is one that shows that while Facebook has been busy ramping up its video business to directly position themselves as an opponent to YouTube, they won’t be doing so without making sure marketers are happy. It’s easy to see why, because ads on the platform are Facebook’s bread and butter, with $3.3 billion of $3.54 billion in revenue coming from advertising. Mobile accounts for 69 percent of that already.
Previously, Facebook’s video ads worked on something similar to a cost-per-impression model, with in-stream autoplay accounting for views/impressions. The option to now weigh each model against the other is now there.
Among marketers and between Facebook and YouTube themselves, what constitutes a real view is still up for debate. For YouTube, that number is 30 seconds, three times as long as Facebook’s.