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.
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