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Understanding Meta’s New Engaged-View Attribution and Its Impact on Video Advertising

The landscape of social media is ever-evolving, with video content rapidly becoming the king of user engagement. Platforms like Instagram and Facebook have witnessed a significant shift in how users interact with video content. 

Increasingly, users prefer to complete their viewing sessions before taking any action on video ads. This trend has prompted Meta to introduce a groundbreaking attribution setting: Engaged-View.

Understanding Engaged-View Attribution

Engaged-View is a novel concept designed to measure conversions occurring within a day of a video ad play. This setting stands apart from traditional models, offering a unique approach to understanding ad performance. It allows advertisers to capture the value of user engagement that doesn’t necessarily result in immediate clicks.

The Significance of Engaged-View for Advertisers

For advertisers, Engaged-View provides deeper insights into how video ads influence user behavior, enabling more effective optimization of ad campaigns. This setting helps understand video content’s nuanced impact on potential customers.

Engaged-View counts a view when a user watches a video ad for at least 10 seconds or 97% of its total length if it’s shorter than 10 seconds. However, it’s important to note that this doesn’t apply to non-skippable Facebook in-stream video ads.

Strategic Goals and Engaged-View

Engaged-View is versatile, catering to various marketing objectives. Whether it’s driving purchases, increasing form submissions, or enhancing content engagement, this tool can be pivotal in achieving diverse advertising goals.

One of the most significant benefits of Engaged-View is its potential to deliver more results within the same budget. It offers a more cost-effective way of understanding and targeting users who engage with video content but may not necessarily click on ads.

Analyzing Customer Journey with Engaged-View

Engaged-View provides a more holistic view of the customer journey. It acknowledges that not every conversion is preceded by a click, offering a broader perspective on how customers interact with ads.

This model elevates the importance of video ads by measuring non-click conversions. It acknowledges video content’s subtle yet significant impact in influencing user decisions.

A meta-study involving 15 A/B tests revealed that advertisers using Engaged-View witnessed an average of 3% lower cost-per-result. This finding underscores the efficacy of Engaged-View in enhancing ad performance.

Implementing Engaged-View in Campaigns

Incorporating Engaged-View into ad campaigns requires a strategic approach. Advertisers should consider various factors, including their target audience and campaign objectives, to leverage this tool effectively.

While Engaged-View offers numerous advantages, it also presents challenges. Advertisers must navigate potential pitfalls, such as misinterpreting data or over-relying on this metric.

The introduction of Engaged-View signals a new era in video advertising on Meta platforms. It’s essential for advertisers to stay abreast of these changes and adapt their strategies accordingly.

Engaged-View offers a unique perspective, particularly in understanding video ad performance compared to other attribution models. It’s crucial for advertisers to understand how it fits into the broader context of their marketing strategies.

Industry leaders have expressed optimism about Engaged-View. Their insights and the market’s response to this new tool are critical in understanding its potential impact.

Engaged-View represents a significant shift in how video ad performance is measured and optimized on Meta platforms. Its introduction responds to changing user behaviors and offers advertisers a more nuanced understanding of video content engagement.

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