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State of the Screens

Facebook used to hate pre-roll video ads. Now it’s changing its mind.

By April 30, 2018No Comments

Big news: Facebook is going to begin showing pre-roll video ads in more places.

Why this matters: One of the primary criticisms around social video advertising is the low view time (1.7s on mobile).

How this will help: Early tests have shown a 70% completion rate for similar ads on Facebook.

The chart below shows the differences in completion rates for video ads on various platforms.

Flashback #1: Facebook Leans Into Video

Flashback #2: The Viewability Challenge: Should Advertisers Care?

How much impact occurs in the first 2s of a video impression?
1) 38% of brand recall
2) 23% of brand awareness
3) 25% of purchase intent

More #1: Facebook Sets Pre-Roll Ad Expansion, Details More Kinds of Videos That Aren’t Eligible for Monetization

More #2: Facebook to show pre-roll video ads in more places

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.