Working adverts optimized for the top-of-the-funnel has its dangers, and one is highlighted on this video.
For those who’re operating video adverts which are optimized for ThruPlay views, do that…
Breakdown by Placement
In my instance, I had a video that generated 665 ThruPlay views and 526 folks reached.
That’s proper, extra ThruPlay views than folks reached. Why is that? Is that this as a result of my video was superb? Let’s do some extra digging.
Click on the Breakdown dropdown menu and choose Placement. It will generate separate rows for every placement used.
The offender right here was the Viewers Community Rewarded Video placement. Greater than 98% of the outcomes have been discovered there.
Why? What’s it in regards to the Rewarded Video placement that made it so engaging on this case? And are these outcomes legit?
Let’s take a more in-depth look…
What’s Rewarded Video?
Third-party apps monetize themselves with this placement. Right here’s how Meta defines it:
Rewarded video adverts are a fullscreen expertise the place customers opt-in to view a video advert in change for one thing of worth, corresponding to digital forex, in-app objects, unique content material, and extra.
Persons are incentivized to look at your video in change for one thing, normally digital forex associated to that app.
So was my video so superb that the common individual watched for 20 seconds, and lots of watched that a lot a number of occasions? Yeah, most likely not. These folks probably didn’t care in any respect about my video, and that’s mirrored in different stats.
What Ought to You Do?
For those who ever run adverts optimized for ThruPlay Views, take into account eradicating Rewarded Video. It would inflate your floor degree outcomes whereas doing nothing on your backside line.
I wrote a weblog publish that explains the entire occasions it’s best to change from Meta’s defaults. That is actually a type of occasions.
