Simplifying Video Ad Buying on Facebook

Facebook Business

May 02, 2019

Last September, we introduced ThruPlay to give businesses the ability to optimize and pay only for ads that are watched to completion or for at least 15 seconds, whichever comes first. We also previously offered a 10-second video views optimization solution. Since its introduction, ThruPlay optimization has been working well for video advertisers. In fact, for each dollar spent in a campaign, ThruPlay optimization performs comparably to 10-second video views optimization in driving incremental ad recall and brand awareness. That's why we're making ThruPlay the default optimization for video views campaigns.

Businesses such as Samsung have seen the effectiveness of ThruPlay first hand.

Making ThruPlay the default optimization for video views campaigns will help simplify our video ad buying options and better align our offerings with what advertisers value. Starting in May, we will begin a phased migration from 10-second video views to ThruPlay optimization. And starting July 31, we will pause existing campaigns that use 10-second video views optimization, so be sure to adjust any campaigns you're running using 10-second video views optimization to now use ThruPlay optimization.

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

For more information about ThruPlay, visit the Help Center.

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