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Facebook COO Sheryl Sandberg. Photo by Bloomberg.
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Facebook Video Leaves a Small Window for Advertisers

Photo: Facebook COO Sheryl Sandberg. Photo by Bloomberg.

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.  

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The coronavirus will have a lasting impact on business. But from where we sit today, it is difficult to tell which of the changes sparked by the pandemic will be temporary and which permanent. Will we return to office buildings? Very likely yes. Will we shop in stores as often? Probably not.

To help you think through what will last and what won’t, our reporters broke down the changes as ...

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