In the world of internet marketing, using video ads often requires higher budgets. Besides, there is the question of the effectiveness of these campaigns. How many users watched the entire video, or at least enough to see a proposed message. As a result, Facebook previously offered a solution in 10-second video preview optimization. Advertisers could only choose to pay for impressions that lasted at least 10 seconds. However, the ads still cost more than the advertisers wanted.
Knowing this, Facebook has emerged with its latest video ad solution, ThruPlay Optimization.
ThruPlay can intuitively optimize your videos. You only pay for videos that have been watched to the end or for at least 15 seconds, whichever comes first. Since its introduction, in September 2018, this type of advertising has received a great reception by advertisers, who have favored this type of advertising. The reason for this is that ThruPlay for the invested budget each time outperformed the results over 10-second videos. Therefore, Facebook has decided to set ThruPlay as the default optimization for video ads.
ThruPlay optimization means that Facebook will optimize your ad to reach people who will watch the video until the end, which will certainly be the case for 15 seconds or less video. However, for videos longer than 15 seconds, Facebook will use ThruPlay optimization to show ads to people who are more likely to watch the video for at least 15 seconds.
It is important to note that this change is related to delivery optimization, not payment. Advertisers will still have the option to choose payment based on impression or ThruPlay. With an impression bid, you’ll be charged when at least one snippet of video ads is shown. By selecting the ThruPlay option, you will be charged when the video ad plays up to 97% of duration or up to 15 seconds, whichever comes first.
With ThruPlay optimization, Facebook will show an ad to more people who are more likely to watch the video through to completion, and thus reach the call-to-action part. This can be very useful for advertisers, especially for those who use Stories in their ads.
After July 31, there will only be two video campaign options:
- ThruPlay: Videos watched until the end or at least 15 seconds. This is the default setting.
- 2-Second Continuous Video Views: The video is watched for at least 2 consecutive seconds.
Advertisers had a deadline until July 31 to choose another option for their video ad campaign if they have previously used the 10-second option. If another campaign option is not chosen, the campaign will be stopped.
Setting ThruPlay as your default video optimizer simplifies your ad buying opportunities. Besides, this default option will better align with what advertisers consider – time and money.
Facebook is constantly developing its ad platform, and thus the process of buying ads. ThruPlay is an ad optimization promoted by Facebook as an option for advertisers who want to get more views by the time the video finishes or up to 15 seconds of video, whichever comes first.