In June 2023, Meta introduced a new video ad attribution option called “Engaged View.” This new option aims to provide a more accurate and nuanced way to measure the effectiveness of video ads by focusing on viewers who are more likely to be engaged with the content.
What is an Engaged View?
Instead of counting any 3-second glance, Meta now requires viewers to watch at least 10 seconds of an ad (or whole shorter ones) within 24 hours for it to count as an “Engaged View”. This aims to measure real engagement, unlike the old, less meaningful approach.
Why did Meta introduce
Meta introduced Engaged View in response to concerns that the standard view metric needed to accurately reflect authentic ad engagement.The standard metric inflated impression counts, even for viewers who barely glanced at an ad.This made it difficult for advertisers to assess the true impact of their video ads and optimize their campaigns accordingly.
Benefits
More accurate measurement of ad engagement: Engaged View provides a more accurate picture of which viewers are paying attention to video ads.Engaged View metric helps refine video ad strategies based on audience resonance.
Improved campaign optimization: By focusing on Engaged Views, advertisers can optimize their campaigns to reach viewers more likely to be interested in their products or services. This can lead to higher conversion rates and better return on investment (ROI).
More meaningful reporting: Engaged View metrics provide more meaningful data for advertisers to report on. Users can utilize this data to showcase the value of video ads to stakeholders and substantiate future advertising investments.
Challenges
Limited availability: As of October 2023, Gradually, Meta is rolling out the new option, and it is expected to become available to all advertisers shortly.
Potential for lower reach: Because Engaged View requires a longer viewing time than the standard metric, it may result in lower reach for some video ads. However, focusing on more attentive viewers likely offsets this by increasing engagement and conversion rates.
Learning curve: Advertisers must adjust their reporting and optimization strategies to use Engaged . This may require time and effort, but the potential benefits are worth the investment.
Meta’s introduction a positive step forward for video ad measurement. This new option provides a more accurate and nuanced way to measure ad engagement, which can help advertisers optimize their campaigns and achieve better results.
Here are some additional things to keep in mind about Engaged View:
Meta introduced Engaged View is currently available for both Facebook and Instagram video ads.
Advertisers can use as their primary attribution option or alongside other attribution options, such as standard views or conversions.
Meta is committed to developing and refining over time. Advertisers can expect to see new features and capabilities added to this option.
