Facebook Tries Out New 10-Second Video Ad Option, Offering Advertisers Cost-Per-View Rate

Facebook is mixing up its video ad cost options, testing a new way to charge advertisers that allows them to pay for a video ad only if it has been viewed for a full ten-seconds.

According to a report from Adweek.com, the new video ad cost structure is a part of a global test being tried out on big-brands that currently use Facebook’s Power Editor and API tools for campaign management.

While Facebook uses a three-second rule to count video view metrics, advertisers have had to pay for a video ad on the social network as long as it shows up in a News Feed. Adweek says now advertisers have the option to purchase the new 10-second video ads that are based on a cost-per-view rate.

[pullquote]”Now, advertisers can start paying for videos with a cost-per-view rate that kicks in after a user watches for 10 seconds.” -AdWeek[/pullquote]

A Facebook spokesperson told the Wall Street Journal that the 10-second ads are not the best way to invest in Facebook advertising, but the company wanted to give advertisers more ad-buying choices: “We don’t believe it’s the best option in terms of capturing the best value and brand objectives marketers care about, but we want to give them control and choice over how they buy.”

The Wall Street Journal reports Facebook’s 10-second video ads are being sold via auction, adding that there’s a possibility the new ads cost more than other Facebook video ads.

Reports of Facebook’s new 10-second video ads come just a day after the company announced it is adding more signals to how it ranks videos in a user’s News Feed.

In addition to how many likes, comments and shares a video receives, Facebook is now paying attention to whether or not a video’s audio has been enabled or if a video has been expanded to full-screen mode, along with other actions that indicate interest.