In recent years, Facebook Ads have become a hot field, attracting the attention of many businesses with the potential to bring large revenue and profits in a short time. However, to be successful and stay in this industry, understanding the basic concepts and knowledge is essential. In this article, Optimal Agency will introduce you to What is ThruPlay Facebook Ads – an important concept in the field of Facebook Ads and what you need to know about it.
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What is ThruPlay Facebook Ads?
Thruplay is an important metric for optimizing your Facebook advertising strategy through video view targeting. Thruplay’s feature is that it allows advertisers to only pay when their ads are viewed in full, for videos under 15 seconds. For longer videos, this tool will optimize and bill for ad campaigns where the video is viewed for at least 15 seconds. Thruplay views are counted by Facebook as the number of times a user clicks on a video and watches it for at least 15 seconds. Determining the placement and format of your video ad is important to ensure it reaches the right audience and attracts attention. Facebook offers different ad placements such as news feed, video feed, and marketplace, each with its advantages and limitations. That is how to choose Facebook ad placements effective.
To attract customers’ attention, Facebook offers different ad formats such as single videos, slideshows, and instant experiences. Each format has its characteristics, such as an instant experience that automatically opens a full-screen ad when a viewer taps it. However, billing through Thruplay is only possible for videos viewed for at least 15 seconds, so ad formats like instant experiences cannot use Thruplay.
How do ThruPlay Facebook Ads work?
To understand the principles and how Facebook distributes and optimizes advertising campaigns, let’s look at the stages and operating processes of this system.
- Facebook uses a database of previously collected users. The system then analyzes the content of the ads from marketers.
- Facebook will select the audiences that the system evaluates as having the highest likelihood of watching the marketer’s promotional video.
Once someone has viewed the advertising video, the system continues to analyze the data of people who have viewed this video to optimize the marketer’s ad delivery. The choice between optimizing for Thruplay or optimizing for 2 seconds will affect how Facebook optimizes further delivery of the ad video after it has been viewed. If a marketer chooses Thruplay, Facebook will rely on the number of people who watched at least 15 seconds of the video. From there, the system will analyze data about their interests, behavior, and demographics to find similar people. If you choose to optimize for 2-second ad delivery, Facebook will analyze people who watched at least 2 seconds of the video instead of 15 seconds. Someone who watches for at least 15 seconds will have a much higher level of interest than someone who watches for at least 2 seconds. This ensures that the people targeted for advertising are those who are more likely to be interested and engaged.
How to measure Thruplay metrics?
When you consider how Facebook calculates metrics for video ads, there are a few important things to understand, especially for videos of different lengths. If your video is 15 seconds or less, metrics will be calculated when the video is played to completion. This means that Facebook will measure the entire length of the video to determine the number of views. However, for longer videos, specifically videos longer than 15 seconds, Facebook will calculate metrics based on whether the reacher watched at least 15 seconds of the video. This is because most people often stop watching a video before it’s finished, and measuring the entire duration may not accurately reflect actual viewer engagement.
Therefore, Facebook decided to only count metrics based on whether viewers watched at least 15 seconds of the video. This ensures that no matter how long the video is if the teacher has watched for at least 15 seconds, it will be counted as a view. However, Facebook holds a strict standard, setting a minimum of 97% of the entire video length that must be viewed to count as a view. This policy helps ensure that only videos that truly capture viewer attention and engagement are counted as views, helping advertisers better understand campaign performance and optimize campaigns next comb.
Instructions for setting up effective Thurplay video ads
To set up Thurplay video ads effectively, you can refer to the steps that Optimla shares specifically as follows:
Step 1: Choose the campaign objective
To do this, you need to access Facebook Ads Manager and click the “Create” button on the left side of the screen. You will then be asked to select the primary objective for your campaign, which in this case will be video views. Each campaign objective will have different optimization methods from Facebook’s system to ensure maximum campaign effectiveness. Facebook will use various optimization methods depending on the selected objective, such as increasing engagement, driving website traffic, or boosting app interactions. However, it is noteworthy that Facebook currently cannot optimize your video ad distribution based on each ad set as before. Instead, Facebook will optimize all your video ad campaigns to achieve the chosen objective. This ensures that the entire campaign is optimized for the best possible results.
Step 2: Based on demographics, interests, and behaviors select target customers
To achieve advertising goals most effectively on Facebook, possessing a smart sales mindset and flexible marketing skills is extremely important. First, you need to remove the objects in the “Facebook paying users (30 days)” section. This ensures that your ad won’t be delivered to people who are also running the ad, as they may be your competitors. If they are not competitors, they are probably careful consumers who always consider carefully before purchasing.
In deciding on your audience size, you should consider the characteristics of your product. If your product is popular with many users, you can choose a large audience size. However, for specific products intended only for a small group of consumers, audience sizes ranging from 200 thousand to 2 million people have yielded results. Regarding advertising placement, mobile advertising is usually the main choice, because about 80% of Facebook users use mobile. However, in some cases, such as when selling products to office workers, advertising on computers or laptops is also a reasonable choice.
The main advertising location is NewFeed (on the Facebook wall), where advertising videos are displayed most effectively. In addition, videos can also appear in other places on Facebook such as in the Messenger application message box and the Facebook Watch section when users watch videos.
Step 3: Choose the Thurplay feature to optimize advertising
The process is really simple. In the budget and schedule section of your ad campaign, you’ll see a section called “Optimize for ad delivery.” Here, you just need to click and select the “Thruplay” feature.
Step 4: Create a budget and edit the advertising schedule
The advertising budget is an important part and should be considered carefully. It depends on your financial ability, but to ensure the advertising campaign runs successfully, you need to pay at least 20,000 VND per day. Often, advertisers will allocate their budget across many different ad groups. This helps them take advantage of better advertising prices and determine which ad groups are most effective.
When choosing a running schedule for a Facebook advertising campaign, you should set it to start at 0:00 the next day. The reason for this is that Facebook will consume your entire budget in one day. This helps ensure that the results of your ads will be more optimized and effective.
For example, if you start a campaign at 9 pm and run it immediately, Facebook will still calculate the cost into your daily budget, even if you only run the ad for 3 hours from 9 pm to 12 pm. This can cause advertising costs to increase significantly as Facebook tries to spend your money in a short period.
Step 5: Come up with advertising content ideas
Choosing the right article is one of the most important factors when running ads on Facebook. More than 80% of advertising effectiveness depends on this step. By using the updated article, you can make effective use of available resources. For previously published articles, you can reuse videos from your profile or reuse videos from previous advertising campaigns. To do this, simply click on the “Select Post” section, then browse through the list to find the video you want to use from your Fanpage.
If you want to reuse hidden articles on your site that have been used in previous advertising campaigns, this is especially useful when the article has attracted a lot of interest from the community with many comments, likes and shares, you can go to the “Page Posts” section. Here, you just need to copy the ID of the post you want to use into the blank box in the “Enter post ID” section, then press “Submit” to continue.
In the article on Optimal Agency, we have listed for you the detailed content in the most accurate way. We hope that the information we have shared can help everyone in learning about the concept of ThruPlay Facebook. What is ThruPlay Facebook Ads, how ThruPlay Facebook Ads work, and steps to take to create successful Thurplay video ads.
Refer to the article:
- Facebook ads Spy tool that you should use
- Instructions for running live stream ads effectively on Facebook
- How to set up Conversion API on Facebook easily
Frequently asked questions
Thruplay is a concept in Facebook advertising that measures the number of times your ad video has been played for at least 15 seconds to viewers. This is an important metric to measure viewer interest and engagement with your video content. Thruplay counts provide the information needed to evaluate the effectiveness of your video advertising campaign and adjust your marketing strategy.
While Facebook’s Thruplay is a useful tool for optimizing video ad campaigns, some limitations need to be considered. One of those limitations is that Thruplay only focuses on measuring the number of views of videos that have played for at least 15 seconds, without regard to subsequent viewer engagement. This can reduce the accuracy of evaluating ad campaign effectiveness because it doesn’t evaluate metrics like conversion rates or post-video engagement. Therefore, the use of Thruplay needs to be combined with other measurement tools to have a more comprehensive view of the performance of Facebook advertising campaigns.
