Viewability is tracking the ad impressions. These can be seen by the humans and are also called the viewed impressions. One of the most popular social media site Facebook allows advertisers to independently check the viewability of the ads. It can also be checked whether the ads reached the right people or not.
Increasing the Facebook video ad viewability rates improves the performance of the ads which proves to be beneficial for the advertiser. There are many factors that improve the viewability of the Facebook ads. The important ones are the placement, quality etc. A video ad must be seen for at least two seconds to consider it is a view. Here are best practices for improving the viewability of Facebook video ads.
• The video content that you create should be engaging and relevant.
• Increasing rate of mobile viewing is decreasing the ad viewability rate and so it is essential to optimize the videos for mobile.
• There are many placement options for video ads on Facebook.
• A/B test with different placements at different audiences etc
There are two components for Facebook video ad viewability and these are whether the ad is seen by the audience or it has the ability to be seen. According to market resources, two-thirds of the marketers in America run their ads on Facebook. This raises questions about whether advertising is allocating the right amount for advertising their brand on social media sites such as Facebook.
Viewability tracking is more important for advertisers as this allows measuring the performance of the ads. To ensure that the Facebook ad passes the viewability score, publishers should adjust the position of the ad, increase the video player size, install a floating video player etc. More than this, the video content should be engaging and relevant.