Facebook has recently announced a new option for advertisers using their platform. The new option will ensure that they are only charged for advertisements that are seen from top to bottom on the user’s screen. This ‘100% viewability’ option will give advertisers the confidence that they want regarding whether or not users are getting their message.
Of course, viewability is just one of many factors that go into whether or not an ad will be effective. This new option, however, will give marketers greater ability to control exactly how their ad dollars are spent. If they want to pay for the full exposure, they can now do so.
The announcement from Facebook said, “While it remains our belief that value is created for an advertiser as soon as an ad is in view, we also believe in offering advertisers control and flexibility over how they run their ads.” They went on to say, “100% in-view impression buying gives advertisers the option to purchase ad impressions where the entire ad – from top to bottom – has passed through a person’s screen in News Feed.”
This is just one more option for advertisers when it comes to marketing on Facebook. They will also be able to keep using the ’10-second rule’ ad which only charges them if a video ad was seen for a minimum of ten seconds.
Having a flexible system in place like this should benefit both marketers and Facebook in the long run. Those who are creating ads can make them with these policies in mind to ensure they are getting their message across for each ad they are charged for.
To ensure transparency, Facebook is teaming up with Moat, an ad analytics firm, to monitor the numbers for Facebook advertisers. This third party monitoring will ensure that all advertisers are getting what they are paying for with this new feature.
