Facebook Tests 10-Second Video Views for Advertisers

More social clips cause marketers more problems

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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. Facebook considers a view to last three seconds compared with YouTube's 30-second rule. This has resulted in marketers' clips uploaded to Facebook to amass a wealth of views compared with those published on YouTube in recent months. But those views don't necessarily mean people are watching ads.

Facebook's test is the latest example of digital video increasingly becoming a headache for brands trying to figure out how clips perform on different platforms.

When Twitter launched autoplay video earlier this month, it tried to address concerns by promising brands 100 percent viewability, as long as the clip was seen for three seconds.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.