See How to Maximize Results of Your Brand-Building Video Ad Campaign

Facebook Business

June 27, 2019

Mobile video ads are becoming an increasingly valuable way for brands to connect with audiences across our platforms and land messages, but we know that navigating ad objectives and optimization options for video ad campaigns can sometimes be challenging, so we put together a guide to help you choose the campaign objective that best aligns with your business goals. And since driving awareness and consideration is a common goal for video ad campaigns, we focused this guide on three different ad objectives that can help you build your brand.

Reach your target audience as efficiently as possible

The reach objective lets you maximize the number of people who see your ads and the frequency at which your ads are shown in the most cost efficient way. If you're looking to generate awareness or change perception of your brand, the reach objective is a great way to maximize the number of impressions your ads receive at the lowest cost.

Get people to remember your brand

Brand awareness ads help you reach more people who are likely to be interested in, and remember, your ads. And when you run brand awareness ads on Facebook or Instagram, your ads are optimized for ad recall lift. Ad recall lift optimization aims to maximize the number of people who recall seeing your ads for your budget.

Show your video ad to people who are likely watch it for longer

Sometimes your brand message may be more complex, requiring longer attention. The video views objective can help deliver your ad to people who are likely to watch it for longer. There are also two optimization options under the video views objective to help you reach your video views goals.

• ThruPlay, an optimization option that we introduced last fall, optimizes for video ads to be watched to completion, or for at least 15 seconds. This recently became the default optimization option for campaigns using the video views objectives and has replaced 10-second video views. If message completion is an important success metric for your campaign, then ThruPlay can help ensure you reach your marketing goals.
• People consume content quickly on mobile, and awareness and understanding can happen in a few seconds—sometimes people can recall a brand in just one second. That's why optimizing for 2-second continuous video views can be enough to drive home your brand's message. 2-second continuous video views optimization ensures your video ad gets the most video views of two continuous seconds or more during which at least 50% of the ad’s pixels are in screen view. And if your organization requires you to meet the MRC's mobile viewability standards, optimizing for 2-second video views will ensure you meet those standards.

It’s important to keep in mind that selecting any one of the three objective options above comes with trade-offs. For example, by optimizing for one metric such as video views, you forgo greater reach. Be sure to consider how you are measuring the success of your campaign—are you tracking video views, ad recall, or something else—and then choose the ad objective that most closely aligns with your business goals.

Lastly, while the guidance above can help steer you in the right direction to an ad objective that will help you reach your business goals, the best way to determine what works for your business is to test and then optimize your campaign based on learnings. We recommend setting up multiple ad sets with different optimizations (holding everything else consistent) to see which one drives the best results for your business.

Get more information about different ad objectives available for building brand awareness, and see what aligns best with your business goals.

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