Facebook Ads Update on ThruPlay Video Optimization

Facebook Changes default for video campaigns to ThruPlay, phases out the optimization of 10-second view 

Starting at the end of July, you will have to manually change your campaigns that are set to 10-second views optimize ad delivery. Facebook is making ThruPlay the default buying option for video ad campaigns, replacing the old 10-second view. It also started the process of phasing out the 10-second view optimization at the beginning of August. This officially started on July 31. 

Why is this important? 

The new ThruPlay video was launched last September, will optimize your ad delivery to target the users Facebook believes will most likely watch the entire video, or at least 15 seconds if not longer of videos. ThruPlay’s predecessor, 10-second video views delivery optimization option, was focused on users who were most likely to watch at least ten seconds or more of a video. 

Since the beginning of this month, the ThruPlay ads and 2-second Continuous Video Views are the only ad delivery optimization options available. All advertisers and campaign managers have had to manually switch whatever ad campaigns set to 10-second video and change them to either 2-second Continuous Video Views or ThruPlay ads. If they did not do this by July 31, their ads would have been paused. 

It is important to note that this change is not connected to payments, but instead, it is connected to delivery optimization. There is still an option for advertisers to choose whether to pay on a ThruPlay basis or an impression basis. With ThruPlay bidding, you will get charged when a video plays up to 15 seconds or to 97% completion, whichever comes first. WIth impression bidding, every time one pixel of a video ad comes into view you will be charged. 

More about this news

• Facebook reports that their data shows that ThruPlay campaigns perform similarly to that of 10-second video view campaigns in regards to ad recall and brand awareness. 
• ThruPlay video campaigns are available across all of Facebook, Instagram, and Audience Network. However, it is not supported by Messenger Ads or Instagram Reach and Frequency campaigns. 
• The company said the reason it made ThruPlay the default was to “help simplify our video ad buying options and better align our offerings with what advertisers value.”