Advertisers concerned that a three-second video view on Facebook isn’t enough to get their message across can now explicitly ask for more.
Facebook this week rolled out the option to bid for 10-second video views on a cost-per-view basis. The company had been testing the CPV bidding option since June; now it’s available for all advertisers globally.
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 (even short ones).
“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,” Facebook wrote in a Marketing Partners post.
“These options are the best way to predict and control delivery, which we know enhance brand metrics and maximize ROI.
“We also understand that delivering a brand’s full message is important to our advertisers as well. 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.”
Facebook cited a Nielsen study that it commissioned earlier this year that found even very brief video impressions produce lift in ad recall, brand awareness and purchase consideration.