A video ad is a video ad is a video ad. Except it’s not, according to Facebook. The social network would argue that video ads — and the values of those ads — vary by context. In fact, it is making that case in a company blog post published on Friday.
“There is no singular video ad experience on mobile. Instead, there is a variety of unique experiences, each requiring a different approach,” wrote Facebook’s head of ads and business platform, Mark Rabkin.
To illustrate the point, Facebook has produced charts that show how much time people typically spend watching an ad and how that watch time fluctuates based on its environment.
What the charts show
Before looking at the charts, it’s important to understand what is and is not being shown.
No numbers: None of the charts include numbers, and a Facebook spokesperson declined to provide the actual figures, making them more suggestive than conclusive.
Facebook-centric data: The charts are largely based on Facebook’s own unaudited internal data from August 2017, with the two exceptions being some YouTube data it had pulled from that month and a survey of 100 live TV viewers which it had commissioned in March 2017. So, while some of the charts include logos of other companies selling certain video ad placements, such as Snap and Hulu, the charts should not be considered representative of their corresponding video ads’ performance.
Watch time, not completion rate: Completion rate, or what percentage of a video was viewed, is
Read more here: https://marketingland.com/facebooks-video-ads-watch-time-compares-across-formats-231490