Here’s how the battle for video has been shaping up over recent years.
So, where can you get the best value for your video advertising budget?
For instance, in the table below, 91% of total viewers watched up to 25% of the video.
For this experiment, we advertised the same 20-second-long video over the same period of time and with identical budgets via You Tube ads and Facebook Video ads.
However, since autoplay could be activated on users’ devices, every impression could potentially count as at least 1 or 2 seconds for Facebook’s overall watched time count.
If Facebook counts those autoplay seconds from the impression as a part of their overall watched time, then that could explain why Facebook Video is growing so quickly.
We also targeted the same type of individuals using demographics and interest-based targeting.
The first hurdle to overcome was that each platform has different methods for counting views and charging for advertising. A You Tube "view" is counted after 30 seconds (or the full duration of the video, if it's shorter than 30 seconds) or when a user engages with your video.
For this reason, we are taking the midpoint of each percentile to estimate the overall watched time.