Facebook Made Another Round of Changes to Its Video Ad Metrics

Users rewinding and replaying, auto-play not playing are factored in

Facebook announced some changes to the metrics that are available to brands using its video ads.

Noting that people have the ability to rewind and rewatch parts of video ads on Facebook—an option not available in most pre-roll or mid-roll ads on other platforms—the social network is tweaking its metrics such as three-second video views and 10-second video views to not include seconds that are rewatched after rewinding.

In recognition of the fact that video ads may be served to users but may not auto-play—such as when people disable auto-play, when the battery levels on their smartphones are low or when they are in areas with poor connectivity—Facebook is adding a video plays metric to Ads Manager and the Ads API (application-programming interface).

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