Facebook expands premium video ads & announces new video metrics

Facebook’s premium video ads are now being offered in seven more countries — Australia, Brazil, Canada, France, Germany, Japan, and the UK – and the social network is also rolling out new video metrics for all videos uploaded to Facebook worldwide in its page insights and ads reporting.

Facebook began testing premium video ads last December with spots for feature film Divergent, and the feature was officially announced in March, with NBC and Unilever’s Dove personal-care product line running them earlier this month.

The social network said when it officially introduced premium video ads that the 15-second spots automatically begin playing on users’ News Feeds with no audio. Users who are not interested can scroll past the posts, at which time they will stop playing. Those who are interested can tap the videos, bringing up full-screen versions, with audio.

When the social network announced its test last December, it said that for mobile users, video ads are pre-downloaded when their devices are connected via Wi-Fi, so they do not consume additional data, and users on data plans will not see their usage rise.

On the advertiser side, premium video ads are purchased based on targeted gross rating points, aimed at reaching specific audiences in short time periods, much like the way television ads are sold, and delivery is measured by third-party Nielsen Online Campaign Ratings.

As for the new video metrics, which Facebook first announced earlier this month, the social network said they will roll out “over the coming weeks” and expand upon previously available data on how many users started watching videos. Previously, as a page owner, you could only see how many people started watching your video. As the new metrics roll out over the coming weeks, you will also see information like video views, unique video views, the average duration of the video view, and audience retention.

These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook.


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