This article has been updated to reflect the changes and include information on the number of views of the video. video ads from more platforms.
Advertisers have allocated a quarter of digital ad spend. – $ 27.8 billion – to video ads from last year, according to eMarketer. video has become a big deal for social platforms. Twitter attributes more than half of its advertising revenue to video, its fastest-growing advertising format. Video ads also account for half of Snapchat's revenue and 30% of Facebook's ad revenue, eMarketer estimates.
However, bids for video ads and visualization metrics and reports can vary widely across platforms. With the growth of the video ad market, many social platforms have expanded bid options and report statistics for video ads. This can all make the analysis and comparison of results from one platform to another a challenge.
We examined the major social video platforms to see what matters. For Facebook and Instagram, viewing just 3 seconds of a video of any length is considered a view. For YouTube Trueview ads, it takes about 30 seconds. Others have adopted the MRC standard (see below) or some sort of variation of it. Ultimately, advertisers need to know how each platform counts and charges video ad views, as it is not an apple to another.
Method of Viewing Video Ads by Platform
The Media The Rating Board (RCM) and the IAB define a video advertisement as being searchable "when at least 50% of the advertising pixels are visible on one screen for at least two consecutive seconds". Some platforms have adopted this standard, but many do not have it.
Here is an overview of how major players account for video views:
Google / YouTube: YouTube-enabled TrueView ads and the Google Display Network count a video viewed when a person is working with an ad or watching 30 seconds of a video ad or the duration of the ad if it is less than 30 seconds.
Facebook and Instagram: Facebook and its family of apps has a video view for in-stream ads and Stories at 3 seconds. However, advertisers can purchase video ads on a CPM or ThuruPlay basis. When buying on a CPM basis, an impression is counted when a pixel of video advertising comes into view. With ThruPlay, advertisers pay when a video ad is read at 97% or up to 15 seconds, whichever is closest.
LinkedIn: For LinkedIn sponsored content, the number of video views is counted from 50 1% on the desktop and 300 milliseconds (one third of a second) on the desktop. mobile.
Pinterest: Pinterest has adopted the MRC Standard of 50% of the ad displayed for at least 2 continuous seconds.
Reddit: Reddit sets a video view as 2 continuous seconds at 50% visibility, according to the MRC standard. . A full video view is counted after a video ad for 3 consecutive seconds at 100% visibility. Advertisers can bid at cost per view or CPM.
Snapchat: The display criteria for Snap Ads is 2 seconds for a video view. The platform's video ads are displayed in full screen with sound enabled.
Twitter: Twitter has adopted the MRC standard and accounts for the display of a video ad when 50% of it is displayed for 2 seconds. or more, or when a user launches a video ad by clicking on it to enlarge or disable it.
Other statistics to consider
Many platforms display additional engagement statistics and display counts. For example, Google offers quartile statistics, as well as a complete list of video ad statistics that include click performance, engagement performance, as well as the range and frequency.
Facebook reports are 2 seconds, 3 seconds. second, second 10 and ThruPlays, regardless of the auction option selected. It also indicates time-based metrics, indicating the playback frequency of 25%, 50%, 75% or 100% of a video ad.
Redditr reports views at 25, 50, 75, 95 and 100% of videos. regardless of readability, regardless of visibility.
In October 2018, YouTube began counting a commitment to a TrueView ad for action when a user clicks or watches for 10 seconds or more when it uses maximum conversions or target CPA bids – starting at 30 seconds. However, these ads are still billed to CPM if you are using conversion optimization strategies or target CPA target bids.
About the Author
Amy Gesenhues is the Editor-in-Chief of the Third Door Media General Assignment, which covers the latest news and updates from Land Marketing and Land Search Engine. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.