Facebook this week rolled out the option to bid for 10-second video views on a cost-per-view basis.
Facebook said it’s enabling this option for advertisers “who value price certainty for video views or value video views as their primary performance metric,” but the company still believes that brands are better served by optimizing for reach, frequency and overall video views
Here are the main points which Facebook said about this update:
- Our CPV bidding option is a 10-second bidding option. Advertisers will be buying 10-second views and is designed for those who value price certainty for video views or value video views as their primary performance metric.
- CPV is available only through the video views objective and auction.
- For the vast majority of brand marketers, auction optimized for video views, the brand awareness objective and/or buying via reach and frequency are the most optimal bidding options. These options are the best way to predict and control delivery, which we know enhance brand metrics and maximize ROI.
- For advertisers who prioritize view duration, CPV bidding is likely the right choice for them. Please note that, similar to other auction buys, CPV bidding will not have the predictability and control that a reach and frequency campaign will have.
- will be adding the following metrics to our Ad Insights: 10-Second Views, Cost Per 10-Second Video View
For best practice advice from Facebook about Videos Ads check the link below: