Facebook Inc. today responded to marketers’ concerns about advertising on its social network by rolling out a new premium ad buying option that lets advertisers pay only when their entire ad has passed through a user’s screen in the news feed. It’s also partnering with Moat, an independent ad measurement firm, so that advertisers can compare how many views Facebook charges them for with the number of views measured by an outside auditor.
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Until this change, advertisers were charged as soon as any piece of an ad appeared on a Facebook user’s screen.
But Facebook isn’t just adding a new ad measuring option. In any case, with the new alternative Facebook is currently offering promoters the capacity to purchase just advertisements that are totally obvious on screen. Facebook has, however, been offering some advertisers the option to choose pay only if the video ad has been watched for 10-seconds or more. Thursday, the company announced support for viewable impression bidding on all News Feed advertising, including text, photo, link and video ads.
Facebook is saying it doesn’t necessarily think paying just for 100% viewable ads is the best option, but it’s willing to cave in and offer it to marketers if it’s what they want. Moat will verify both video ad views and how long consumers viewed the ads to assure marketers that they know how their video campaigns are performing.
With Moat on board, advertisers and agencies will be able to get independent verification for their desired flavor of viewability metric. The announcement comes three months after Twitter announced it had enlisted Moat to measure video viewability on its platform. In time, the partnership will scale to include all other types of News Feed ads, including 100 per cent in-view impressions, and the Instagram platform.
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.
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Although Facebook is admittedly late to the third-party party, other publishers, including Yahoo, Fox, NBC, ABC and Hulu have already embraced third-party tags to verify online viewability. “Our hope is that these steps will lead ultimately to 100 percent viewability through third-party verification across the industry”.
