Facebook offered web developers and engineers a slew of new tools at the Facebook's F8 summit in San Francisco last week and one of the new bits of tech they’ve just announced is the pending arrival of video metrics for page insights and ads reporting, a ew way for companies interested in video advertising to track exactly what’s happening.
In the past about the only thing that advertisers who use video ads could track was how many people started watching the video. But according to an article by Rachel King just posted on the ZDNet site, “The new metrics, consisting of unique video views, average viewing time durations and audience retention, are intended to offer more insights about how video ads resonate with Facebook's user base of more than 1.28 billion and counting."
“Page owners will be able to break down results and view data by demographics (i.e. age, gender, and country) for the purpose of being able to better target video ads in the future.”
As Rachel states, “The Menlo Park, Calif.-based company has been weaving video support into the News Feed across its desktop and mobile channels, not to mention baking in at least short-span video support into its subsidiary Instagram last year. Thus, the time is ripe for monetizing this particular piece of digital content.”
Although no specific date has been set for the official roll-out it should go live sometime in the next few weeks.
According to Facebook CEO Mark Zuckerberg addressing the keynote audience last week, “This is really the first time we're going to help you monetize on mobile.”
Facebook has been monetizing their installed base for years now and it seems like they are kicking things into the next highest gear by offering new tools for developers and providing advertisers dozens of new options, services, and analytics of all shapes and sizes. It seems like a no-brainer to add meaningful analytics to their video ads as well.
You can read the ZDNet post here.