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

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

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