Meta Launches Engaged-view for Better Video Ad Results
Meta has unveiled Engaged-view, a pioneering feature aimed at empowering advertisers to gain deeper insights and enhance the performance of their video advertisements.
As video content’s popularity soars on platforms like Instagram and Facebook, a noticeable trend has emerged: viewers often prefer not to interrupt their watching experience by immediately acting on a video ad. Many choose to complete their viewing session before engaging further with the advertised content.
Recognizing this behavior, Meta has introduced Engaged-view. This new attribution setting enables advertisers to track conversions that occur within one day after a video ad is played. By incorporating Engaged-view alongside existing attribution settings, advertisers can achieve a more comprehensive analysis of their ad performance. This, in turn, assists in refining strategies for video ad campaigns.
Engaged-view will be included in ad measurement reports when a viewer watches a video ad for at least 10 seconds (or views 97% of the video if it’s shorter than 10 seconds) and then converts within a one-day period. It’s important to note that Engaged-view is applicable to all ad placements, with the exception of non-skippable Facebook in-stream video ads.
Meta believes that Engaged-view can significantly contribute to achieving various marketing objectives, whether it’s driving purchases, encouraging form submissions, boosting engagement with content, or other goals. A study conducted by Meta, which analyzed 15 A/B tests, revealed that advertisers incorporating Engaged-view into their attribution settings experienced, on average, a 3% reduction in cost-per-result compared to those relying solely on Click Through or combining Click Through with View-Through, with a 95% confidence level.
The advantages of using Engaged-view are multifaceted:
- It enables advertisers to achieve more with their budgets by optimizing for actions beyond mere clicks. This approach aids Meta in identifying individuals more likely to convert, thereby enhancing video campaign outcomes.
- It offers a fuller picture of a customer’s journey to conversion, acknowledging that not all conversions are preceded by an immediate click on an ad.
- It provides a fresh perspective on the value of video ads by facilitating a more effective measurement of non-click conversions.
For those interested in leveraging Engaged-view for their campaigns, additional information and guidance are available in the Meta Business Help Center.