Ad Skeptics Say ‘Not So Fast’ to Facebook’s Two-Second Videos


Illustration by Tam Nguyen/Ad Age

Facebook and Oracle Data Cloud last week sought to change some minds in the marketing world with an analysis of how long it takes for a video ad to benefit a brand. The study claimed that even video views of fewer than two-seconds contribute meaningfully to ad campaigns.

The research was part of Facebook’s effort to counter the prevailing sentiment among marketers that people tend to skip digital ads as quickly as possible. Why should a brand pay for videos that don’t even get seen for two seconds?

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