Volume is up, quality is still equally distributed. Most video is either one-off novelty or single-play creativity that doesn’t engage over the long term. A message is insufficient to start a movement, but every message must rise above the noise to have a chance. Facebook’s video projects have a long way to go, and $3 million webisodes are not the sustainable answer.
Some agencies started using the new auditing capabilities a few months ago and have been stunned to see viewability rates on Facebook video campaigns as low as 20 percent, going up to 30 percent, according to interviews with nine agency execs. That’s way below the average viewability rate for video ads on sites, which is approximately 50 percent, according to Integral Ad Science.