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How Facebook Just Improved Video Performance Tracking

How Facebook Just Improved Video Performance Tracking
By: Chris Crum | Staff Writer

As has been discussed a great deal over the past year or so, Facebook Video is bigger than ever, and the company continues to make improvements to related tools it offers businesses.
Just last week, for example, the company announced new features for video ads to help advertisers better communicate their messages and capture viewers’ attention with automated captioning for sound-off videos, new metrics, and Moat integration/in-view buying.

“The new tool generates captions for video ads and delivers them to the advertiser within the ad creation tool to review, edit and save to their video ad,” a Facebook spokesperson explained in an email. “Our research found that when feed-based mobile video ads play loudly when people aren’t expecting it, 80% react negatively, both toward the platform and the advertiser. By including captions, advertisers can increase video view time by an average of 12%.”

In the new metrics department, the spokesperson explained, “Advertisers are now able to see the percentage of people who have viewed their videos with sound in Page Insights and will soon be able to see this metric in Ads Insights too.”

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