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Facebook Unveils Enhanced Video Metrics, Promising Publishers Deeper Audience Dive

  • Variety, Thursday, August 11, 2016 7:54 AM
Aiming to draw more premium video to its platform, "Facebook is giving media partners more fine-grained looks at the demographics and engagement patterns of the social network’s viewers, as well as new tools for producing 360-degree videos," Variety" reports. "But the developments show Facebook is still primarily in 'build audience first' mode on its video strategy — and catching up with YouTube on the features front — even as publishers clamor for better ways to monetize their video content, including the ability to sell their own ads. Facebook has been kicking the tires on video ads served in third-party content, including a test of mid-roll ads of up to 15 seconds." Facebook is also introducing new video metrics in its Page Insights and Video Library sections and rolling out to all publishers in the next couple of weeks. "For the first time, Facebook publishers will be able to analyze minutes viewed by age, gender and top geographical locations, and compare demographics for an individual video against typical video viewers on their pages. YouTube, it’s worth noting, has provided such demographic data and analytics for several years. In addition, Facebook will offer breakdowns of views and minutes viewed from an original video post versus shares and cross-posts of the video, to provide insight into what kind of content lends itself to sharing; according to Facebook, 48% of video watch time on the service comes from shares. The data on shared-video viewing and audience demographics will be available across all video, including Facebook Live and 360 videos.

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