This is how ThruPlay works, the new system with which your video campaigns are optimized on Facebook – Marketing 4 Ecommerce – Your online marketing magazine for e-commerce

Facebook has created Thru Playa system that from now on will be the default purchase option for video ad campaigns on your platform.

What is Thru Play?

In September 2018, Facebook introduced a new option to optimization and purchase of video ads in the great social network. With ThruPlay advertisers pay only for video ads that have played for at least 15 seconds or in full and is available in both bids and reach and frequency campaigns.

Now, after having tested its operation for several months, the social network has decided to make ThruPlay , with what it hopes Help simplify purchasing options

Facebook will remove the optimization option for 10-second watch video ads

From July 31stThruPlay ads and 2-second video views will be the only ad serving optimization options available on Facebook as as of this date, Facebook will suspend campaigns that are still set to use the old option, the 10-second watch optimization.

Another fact that you should keep in mind that this change relates to delivery optimization, not payments, meaning you’ll still have the option to choose to pay on an impression basis or through ThruPlay. The impression bid is charged when a pixel of a video ad is viewed, while the ThruPlay bid is charged when a video ad is played up to 97% or 15 seconds, whichever comes first.

How to select your video campaigns in ThruPlay

According to Facebook, ThruPlay campaigns have shown similar performance to the 10-second play campaigns that have worked so far, in terms of ad recall and brand awareness.

ThruPlay video campaigns are currently available on and , but are not compatible with o Instagram Reach and Frequency campaigns.

How to optimize a video ad campaign on ThruPlay

• Go to ad manager
• Select + Create
• Choose the Video views option as a goal
• Under “Ad Set” select ThruPlay, in conjunction with optimization for ad delivery
• Finish creating your campaign.

So from now until the end of July, you will have to change manually your 10 second watch video ad campaigns to one of these options, in order to prevent your campaigns from stopping.

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