Facebook tacking on video metrics for ads reporting

Facebook has been baking in video support throughout its channels for some time now, so the time is ripe for monetizing this particular piece of digital content.


Facebook continues to bolster its advertising strategy week after week.

The latest development is the pending arrival of video metrics for page insights and ads reporting.

Right now, page owners can only see how many people started watching a video.

The new metrics, consisting of unique video views, average viewing time durations and audience retention, are intended to offer more insights about how video ads resonate with Facebook's user base of more than 1.28 billion and counting.

Page owners will also be able to break down results and view data by demographics (i.e. age, gender, and country) for the purpose of being able to better target video ads in the future.

Facebook didn't provide an exact launch date for video metrics, except to say that they will be rolled out in the coming weeks. Video metrics will be available for all paid and organic videos uploaded directly to Facebook Pages.

The Menlo Park, Calif.-based company has been weaving video support into the News Feed across its desktop and mobile channels, not to mention baking in at least short-span video support into its subsidiary Instagram last year .

Thus, the time is ripe for monetizing this particular piece of digital content.

The additional data follows up last week's heavy set of monetizing gifts bestowed upon web developers and engineers at Facebook's F8 summit in San Francisco.

Although chief operating officer Sheryl Sandberg essentially confirmed the rumors a week prior during the shareholders conference call , Facebook officially unveiled its own mobile ad network, dubbed the Facebook Audience Network.

Configured to handle the billing and measuring without inflicting extra hassle for developers, CEO Mark Zuckerberg promised the keynote audience, "This is really the first time we're going to help you monetize on mobile."

Image via Facebook