Facebook is making ThruPlay the default buying option for video ad campaigns. It will also begin the process of sunsetting 10-second video view optimization beginning this month. Starting July 31, Facebook will pause campaigns still set to use the 10-second video view optimization.

What is ThruPlay?

ThruPlay is an optimization and billing option for video ads through the video views objective. ThruPlay allows advertisers to optimize and choose to pay only for ads that are played to completion, or for at least 15 seconds. This optimization is available with auction or reach and frequency campaigns.

thru play facebook

Available placements and ad formats

The following placements are available:

  • Facebook: feeds, in-stream video, Instant Articles, Suggested Video, stories, Marketplace
  • Instagram: feed, stories
  • Audience Network: in-stream, native, banner and interstitial, rewarded video

Keep in mind that like the above placements that are stand-alone, those same placements are standalone for ThruPlay as well. Additionally, ThruPlay is not supported for Ads in Messenger.

Why is ThruPlay important?

The ThruPlay video option, launched in September, optimizes ad delivery to target users who are likely to watch the entire video or at least 15 seconds of longer videos.

After July 31, the ThruPlay ads and 2-second Continuous Video Views will be the only ad delivery optimization options available. Between now and the end of July, advertisers will have to manually switch their 10-second video ad campaigns to one of those options to avoid avoid having their campaigns paused.

Why you should pick ThruPlay over 0:10 View

Unlike the existing formats, designed to achieve the lowest cost per 0:03 second or 0:10 second video view, ThruPlay “allows advertisers to optimize and pay only for ads that are watched to completion, or for at least 15 seconds.

With this new ad format, Facebook can more confidently report back on video metrics and impact — an issue which recently caused concern when Facebook was found to have knowingly inflated video view data.

With all the work and effort put into developing video units, you want viewers to watch your entire video. Videos that are 0:15 seconds are long enough to tell a story, but short enough that users don’t mind watching the whole thing.