Facebook video ad viewability rates are as low as 20 percent, agencies say*
After fessing up to a string of measurement errors over the past six months, the social media company has bowed to pressure from ad buyers and started letting third-party auditors check its numbers.
Some agencies started using the new auditing capabilities a few months ago and have been stunned to see viewability rates on Facebook video campaigns as low as 20 percent, going up to 30 percent, according to interviews with nine agency execs.
That’s way below the average viewability rate for video ads on sites, which is approximately 50 percent, according to Integral Ad Science.
Some agency execs suspect the figure is even lower than 20 percent, and that verification companies like Moat and Integral Ad Science aren’t getting access to the platform fast enough to guarantee their numbers are correct. “This is a big issue. It’s money being taken off advertisers that they’re not getting their fair whack on,” said another media agency executive.
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* Source: Digiday.com