woman watching tv

  • Facebook has released new research on video ads, including TV ads and other platforms, and how advertisers can adapt their messages to different media.
  • The research shows that different video consumption experiences, whether its TV, social media stories or pre-roll ads that you can’t skip – warrant different ad approaches.
  • That reality means that advertisers need to measure different ad formats differently, Facebook says.

The lines between mobile and TV are increasingly blurring, with people often juggling the two at the same time. To help advertisers cope, Facebook has released new research on how people respond to video ads in different video environments, ranging from TV to news feeds to social media stories.

The tech giant has put together five different graphs designed to illustrate how long people watch ads for in different formats before they tune out — whether that entails skipping an ad, scrolling ahead, closing whatever app they are using or simply looking at their phones instead of their screens while watching TV.

The formats include TV ads, video ads in feeds, skippable and non-skippable video ads and ads in Stories formats like on Instagram and Snapchat. The x-axis represents the watch time and the y-axis represents the percentage of video sessions.

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According to Facebook no two formats are equal in terms of effectiveness. Getting millennials to watch 10 seconds of an ad on Stories, for example, is harder than getting an older audience to watch a 10-second ad in a non-skippable environment.

“These days people talk a lot about the second screen, but it’s not clear anymore which screen we’re talking about,” said Mark Rabkin, Facebook’s vice president of core ads. “If you saw how your family watched over the holidays, for a lot of people TV ads might as well be radio.”

Here are some of the key takeaways: