Facebook Adds 10-Second Threshold For Video Ads

Facebook is giving advertisers an option to only pay for video ads that have been watched for at least ten seconds, the Wall Street Journal reported Tuesday. The new option is being rolled out Tuesday.

Previously, advertisers had to pay as soon as their ads came into view.  Facebook will still keep this CPM-based option in addition to adding a 10-second threshold, which should help the company to sell some of its inventory at higher prices.

Advertisers frequently pay more if they can be assured that consumers actually pay attention to their messages. That’s why YouTube, Facebook’s biggest competitor in the video ad space, years ago introduced an option for consumers to skip ads they weren’t interested in seeing.

Earlier this week, Facebook started to tweak its algorithms for displaying videos in its news feed, adding implicit signals like play time and whether users unmuted a video to choose additional content to display.

Correction, 10:56 a.m.: An earlier version of this story stated that Facebook previously charged advertisers after an ad was viewed for 3 seconds.

More Digital

  • NewFronts West - Streamys Brand Awards

    IAB's NewFronts L.A. Edition to Feature Streamy Brand Awards for Advertising

    Facebook is giving advertisers an option to only pay for video ads that have been watched for at least ten seconds, the Wall Street Journal reported Tuesday. The new option is being rolled out Tuesday. Previously, advertisers had to pay as soon as their ads came into view.  Facebook will still keep this CPM-based option in […]

  • Roku TV Wireless Speakers

    Roku Launches Wireless Speakers for Roku TVs

    Facebook is giving advertisers an option to only pay for video ads that have been watched for at least ten seconds, the Wall Street Journal reported Tuesday. The new option is being rolled out Tuesday. Previously, advertisers had to pay as soon as their ads came into view.  Facebook will still keep this CPM-based option in […]

  • USA Today - Kate Gutman

    A+E Exec Kate Gutman Joins Gannett's USA Today Network as Head of Content Ventures

    Facebook is giving advertisers an option to only pay for video ads that have been watched for at least ten seconds, the Wall Street Journal reported Tuesday. The new option is being rolled out Tuesday. Previously, advertisers had to pay as soon as their ads came into view.  Facebook will still keep this CPM-based option in […]

  • Netflix Logo

    Netflix Extends Unreleased Korean Series ‘Kingdom’ for Second Season (EXCLUSIVE)

    Facebook is giving advertisers an option to only pay for video ads that have been watched for at least ten seconds, the Wall Street Journal reported Tuesday. The new option is being rolled out Tuesday. Previously, advertisers had to pay as soon as their ads came into view.  Facebook will still keep this CPM-based option in […]

  • France fans with painted facesFrance v

    France Celebrates Soccer World Cup Triumph

    Facebook is giving advertisers an option to only pay for video ads that have been watched for at least ten seconds, the Wall Street Journal reported Tuesday. The new option is being rolled out Tuesday. Previously, advertisers had to pay as soon as their ads came into view.  Facebook will still keep this CPM-based option in […]

  • 13 Reasons Why S2

    Netflix Q2 Preview: Can International Flywheel Keep Spinning on Big Content Spending?

    Facebook is giving advertisers an option to only pay for video ads that have been watched for at least ten seconds, the Wall Street Journal reported Tuesday. The new option is being rolled out Tuesday. Previously, advertisers had to pay as soon as their ads came into view.  Facebook will still keep this CPM-based option in […]

  • Selena Gomez

    Woman Charged in Selena Gomez Email Hacking

    Facebook is giving advertisers an option to only pay for video ads that have been watched for at least ten seconds, the Wall Street Journal reported Tuesday. The new option is being rolled out Tuesday. Previously, advertisers had to pay as soon as their ads came into view.  Facebook will still keep this CPM-based option in […]

More From Our Brands

Access exclusive content