Facebook is yet again hitting the headlines. This time due to the low viewing rates of the video ad campaigns found on Facebook which might create an obstacle for the company, in its process of acquiring the premium video content.
As per Digiday, nine agency executives have calculated the viewing about 20-30% which is quite below the Media Ratings Council’s(MRC) standard, where the benchmark is 50% video watching of an ad’s pixel for two continuous seconds.
Why such a low viewability?
The viewability results have started appearing in reference to Facebook permitting the third-party audits of its metrics which have led to a series of measurement errors- and this was the 10th time since September 2016 in May. They coexist with a push into the video content as a part of its major effort to pump out the amount spent on a TV ad. Facebook is confirming $5,000 and $20,0000 of its ad revenue share per episode to show the creators.
The consequences of the low ad viewership:
- The basic doubt is placed on the Metrics itself. The report sometimes depicts five times higher or lower than the MRC standard, as stated by an agency executive. This creates a problem for the advertisers to be selective of the fact whether Facebook is under or over reports results for an ad campaign.
- Viewing depends on two main factors- being seen by humans and being seen on the website or an app. Statistics states that Ninety-nine percent Of the Facebook ads are viewed on Facebook but only 22% of the Facebook videos are played in view.
- Low viewership does not necessarily depict that the video ad campaign has become unsuccessful. Facebook accounts for 2 billion daily users and is 1.9 times cheaper with regards to the cost of reach than TV. This might be a piece of good news for the advertisers who are dissatisfied with the low ad video viewability rates of Facebook.
If advertisers decide to cut back ad spending with reference to the low viewership of video ads, then this might affect the decisions of the show creators, creating content for Facebook, out pf the fear of lower ad revenue. This, in the long run, could benefit other video platforms such as YouTube and Amazon, both of which focuses on the original content offerings.