New Impression Data

Last month, Facebook announced several updates to the metrics available to marketers.

Facebook will provide more detailed information about impression metrics for Facebook and Instagram display adverts. As a result, we at Elephant Room can get better insights to report on your ad campaigns.

The new impressions metrics will include:

• Milliseconds that an advert was on the screen

• Milliseconds that 50% of the advert was on the screen

• Milliseconds that 100% of the advert was on the screen

This is an exciting time for marketers and brands alike. Previously, we have only been able to glean data around an ads relevance scores; that is, how many people have clicked, viewed or dismissed an ad. Now, with this granular information, not only will we be able to determine how long someone has viewed, or if they bounced, we’ll be able to do it down to the millisecond.

This is going to help us create more relevant ads for customers, at a cheaper cost for you. It's going to help us test creative ad options before running a campaign, and optimise campaigns that are already in progress.

Even more exciting, to correlate with this new impressions data, Facebook promises later in the year to roll out three video buying options across audience networks:

• Completed-view buying: advertisers will only pay for video ads that have been viewed in their entirety

• Two-second buying: where at least 50% of an ad’s pixels are in-view for two continuous seconds or longer

• Sound-on buying: advertisers will have the ability to buy sound-on video ads

Let's all celebrate for the cost-effective, relevant ad campaigns that will be coming in the future.