The amount of time people spend watching an ad varies by context, but the ad’s value shouldn’t be considered proportional to its watch time, per Facebook.

A video ad is a video ad is a video ad. Except it’s not, according to Facebook. The social network would argue that video ads — and the values of those ads — vary by context. In fact, it is making that case in a company blog post published on Friday.

“There is no singular video ad experience on mobile. Instead, there is a variety of unique experiences, each requiring a different approach,” wrote Facebook’s head of ads and business platform, Mark Rabkin.

To illustrate the point, Facebook has produced charts that show how much time people typically spend watching an ad and how that watch time fluctuates based on its environment. Read more

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