Most video ads on Facebook are seen for only a second or two, according to a new study, well below the average for video ads on YouTube and other websites. It suggests few people on Facebook are clicking on video ads as they scroll past them in their News Feed.
The data provides further evidence to advertisers who want to use Facebook that they have to come up with specially designed ads that can capture people’s attention quicker than the standard TV spot. As Facebook makes a hard push for more TV ad dollars, it also could be used by advertisers as a cudgel in pricing negotiations.
