Facebook Is Making ThruPlay the Default Optimization for Video Views Campaigns

Advertisers only pay for ads watched to completion for at least 15 seconds

The social network introduced ThruPlay last September alxpin/iStock

ThruPlay—an optimization option in which advertisers only pay for video ads that are watched to completion, for at least 15 seconds—is now the default optimization for video views campaigns on Facebook.

The social network introduced ThruPlay last September for all video placements in Facebook, Instagram and Facebook Audience Network—including in-stream, Stories and News Feed—saying at the time that ThruPlay was an effective way to reach people who chose to view the full ad, as they have the option of skipping or scrolling past video ads, particularly in News Feed and Stories.

Facebook said in a blog post Thursday that for every dollar spent in campaigns using ThruPlay, its optimization performs comparably to 10-second video views in driving incremental ad recall and brand awareness.

The social network added that making ThruPlay the default optimization for video views campaigns will help simplify its video ad buying options and better align its offerings with what its advertisers value.

A phased migration from 10-second video views to ThruPlay optimization will begin this month, and starting July 31, existing campaigns using 10-second video views optimization will be paused.

Facebook wrote, “We’re always working to evolve our optimization and measurement options to help businesses succeed, and we’re confident that this change will help simplify the video ad buying process and drive the results businesses care about most.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.