Meta Ads · Status at source date: Newsletter archive
Meta adds a 6-second video view optimisation goal
Meta has introduced a 6-second video view optimisation option, sitting between the existing 2-second continuous view (low intent, cheap) and ThruPlay (high commitment, expensive). The addition reflects a broader platform shift toward attention-quality metrics: TikTok already uses 6-second signals implicitly, and Reddit for Business has explicitly launched 6-second engaged video-view optimisation.
Why it matters for advertisers
For you, this means testing the 6-second view goal for mid-funnel video campaigns where ThruPlay costs are prohibitive but 2-second views generate low-quality traffic: the middle-ground intent signal may improve audience quality at a manageable CPM.
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Meta adds a 6-second video view optimisation goal
Meta has introduced a 6-second video view optimisation option, sitting between the existing 2-second continuous view (low intent, cheap) and ThruPlay (high commitment, expensive). The addition reflects a broader platform shift toward attention-quality metrics: TikTok already uses 6-second signals implicitly, and Reddit for Business has explicitly launched 6-second engaged video-view optimisation.
For you, this means testing the 6-second view goal for mid-funnel video campaigns where ThruPlay costs are prohibitive but 2-second views generate low-quality traffic: the middle-ground intent signal may improve audience quality at a manageable CPM.
Source captured . No explicit first-contributor label was provided for this update.
