Facebook Tests 10-Second Video Views for Advertisers

More social clips cause marketers more problems

Facebook is testing a new way for advertisers to buy video promos that may help determine which  ads people are actually watching.

A Facebook rep confirmed to Adweek that it is running a global test for big-brand marketers who use the company's Power Editor and API tools to manage campaigns.

Until now, advertisers have paid for videos immediately after they show up in a news feed—something akin to a cost-per-impression model. Now, advertisers can start paying for videos with a cost-per-view rate that kicks in after a user watches for 10 seconds, making the ad seemingly more valuable to advertisers who want to pay for qualified views.

While Facebook charges advertisers for videos the second they appear in a news feed, views are defined differently since users can easily scroll past the ads.

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