Video ads can be created in multiple formats and can appear on Facebook, Instagram, Messenger and Audience Network. Video helps create brand awareness, showcases your services and drives traffic back to your website. You can create a video ad in Ads Manager or boosted a post from your Facebook Page that includes a video.
Module Outline and Objectives:
How video ads can be used
Understand where your video ads appear
Understand the differences between the platforms, placements, and formats.
Learn the various creative formats you can use to create your video ads.
See how you can measure the effectiveness of your video advertising on your target audience.
Video ads can:
Showcase your four pillars of content (personal, brand, community, real estate).
Be shown to multiple places like the Facebook News Feed, Instagram Stories, and the Messenger Inbox.
Support different aspect rations based on the placement.
Capture the attention of your audience.
Deliver your message that makes people take a specific action.
For example, you can drive traffic to your website through video ads.
Where your video ads can appear
Creating a video ad through your ads manager allow you to choose where it will appear. To adjust the location of your video, click Edit Placements at the ad set level.
Video Placement Tip:
You can use a horizontal, square or vertical video ad in the News Feed. However, Facebook recommends a vertical video to match the way people view their mobile screen.
You can extend your ad campaigns beyond Facebook to reach your audiences on websites and apps across other devices by tapping into the Audience Network.
The same targeting, measurement and delivery that you set up on Facebook are used on each ad through the Audience Network. This gets your videos seen for the most cost-effective price.
Native, Banner and Interstitial ads are only available on Audience Network. Publishers determine the most appropriate ad unit for the app in which it will appear; the look, feel, and size is customizable.
In-stream video ads
In-stream video ads deliver a 5-15 second mid-roll video to people already watching a video on Facebook.
In-stream videos have higher completion rates because the audience was already engaged in the act of watching a video.
We recommend breaking up your longer form videos to tell a story through in-steam video ads. Think of this like a mini commercial that has multiple parts.
Facebook takes the following steps to ensure that in-stream video ads are placed appropriately:
Brand safety: Publishing partners work closely with Facebook's Media Partnerships team to ensure their host video content is high-quality. If you have a Business Manager you can download a publisher list showing Pages that host in-stream ads using these instructions:
Go to Business Manager.
Click in the top left to open the dropdown menu. Choose Brand Safety under Assets.
Click Publisher list in the column on the left.
Click the blue Download Publisher List button. You'll see when the List updated below.
Length of host videos: Only videos 3 minutes or longer are eligible to host in-stream video ads.
Ad breaks: Publishing partners decide when ad breaks occur, but the first available ad break for in-stream video is at the 1-minute mark.
In-stream video ads are rendered in either square or widescreen format, so only upload video in 1:1 or 16:9 aspect ratio. Facebook recommends vertical video for mobile placements for the best mobile user experience. In addition, sound must be included regardless of orientation and aspect ratio.
Create a Video Ad
**ThruPlay is an optimization and billing option for video ads through the video views objective. ThruPlay allows advertisers to optimize and choose to pay only for ads that are played to completion, or for at least 15 seconds. ThruPlay is now the default option.
Before you begin
There are different objectives that allow you to use video. However, Facebook recommends Brand Awareness and Video Views.
The video views objective will reach people most likely to watch your video.
The recommended video formats are MP4, MOV and GIF.
Make sure your video meets the minimum specifications needed to deliver your ad successfully.
Choose an objective that supports video and then click Continue.
Choose your targeting, placements and budget and then click Continue.
By default, Automatic Placements is selected. This means your ads will show automatically across eligible placements. To edit the placements where your ads may appear, click Edit Placements.
If your objective is Video views, you have the option to optimize your delivery for either 10-Second Video Views or 2-Second Continuous Video Views. You can also choose to get charged when you receive an impression or a 10-Second Video View.
Choose your Format.
Upload your video in Ads Manager.
Click Customize Video and select Crop to choose an aspect ratio (4:5, 2:3, 9:16, 1:1 or 16:9) for your video, and then click Apply Changes. Depending on the aspect ratio you choose, your video may be eligible for different placements.
Click Customize Video, then select Thumbnails to upload an image or select a still frame to use as a thumbnail. Then click Apply Changes.
When you're done, click Confirm to publish the video ad.
Video Engagement Reporting
To view video metrics in Ads Manager, select Columns, then select Video Engagement.
Here’s what these specific metrics mean:
10-Second Video Views
The number of times your video played for at least 10 seconds, or for nearly its total length if it's shorter than 10 seconds. For each impression of a video, we'll count video views separately and exclude any time spent replaying the video.
Cost Per 10-Second Video View
The average cost per 10-second video view. This metric is calculated as total amount spent, divided by 10-second video views.
The average cost for each ThruPlay. The metric is calculated as total amount spent, divided by ThruPlays.
Cost per ThruPlay
The number of times your video was played to completion, or for at least 15 seconds.
If your video is 15 seconds or shorter, the metric counts when your video was played to completion. For longer videos, this metric counts when someone played at least 15 unique seconds of the video.
3-Second Video Views
The number of times your video played for at least 3 seconds, or for nearly its total length if it's shorter than 3 seconds. For each impression of a video, we'll count video views separately and exclude any time spent replaying the video.
Cost Per 3-Second Video View
The average cost for each 3-second video view. This metric is calculated as total amount spent, divided by 3-second video views.
The number of people your ad was shown to.
The total amount of money you spent on your video campaign during the time period you had it scheduled to play. This is based on the time period you’re looking at.
Video Watches at 25%:
The number of times your video was played at 25% of its length, including plays that skipped to this point.
Video Watches at 50%:
The number of times your video was played at 50% of its length, including plays that skipped to this point.
Video Watches at 75%
The number of times your video was played at 75% of its length, including plays that skipped to this point.
Video Watches at 95%:
The number of times your video was played at 95% of its length, including plays that skipped to this point.
Video Watches at 100%:
The number of times your video was played at 100% of its length, including plays that skipped to this point.
Video Average Watch Time:
The average time a video was played, including any time spent replaying the video for a single impression.