ThruPlay will be the default format for Facebook video campaigns

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Advertisers will be forced to change their Facebook video ad settings as campaigns set to optimize for 10-second video ad impressions will be paused at the end of July.
In early May, Facebook announced that ThruPlay would become the default option for ad campaigns. What does this mean for advertisers? Although ThruPlay allows for optimization and billing of video ads, which is more profitable for advertisers, it brings with it new conditions and the need to change the settings of already running campaigns. ThruPlay allows advertisers to optimize video ads and pay only for those video spots that were played to the end or were displayed for at least 15 seconds.

Setting ThruPlay as the default format also marks the mexico phone number data end of 10-second video ad optimization . Starting July 31, Facebook will pause campaigns that are set to use 10-second video view optimization.

What are ThruPlay video ads?
ThruPlay video ads, which launched in September 2018, are optimized to show ads to users who are likely to watch the entire video or at least 15 seconds of it . Previous optimization options focused more on users who were likely to watch 10 seconds or more of a video.

After July 31, ThruPlay and 2-second interstitial video ads will be the only ad delivery optimization options available. From now until the end of July, advertisers will need to manually switch their 10-second ad campaigns to one of these options to avoid having their campaigns paused.