Engagement Targeting

We introduced video viewing audiences last year to allow advertisers like yourself to remarket to people who have already watched your video on Facebook (as announced via our Facebook for Business blog: https://www.facebook.com/business/news/New-Ways-for-Marketers-to-Build-Their-Brands-on-Facebook ).

Today we will begin rolling out enhancements to our video remarketing solution that will address a number of the most frequent requests we’ve heard from brands and partners. As a reminder, video viewing audiences enables advertisers to reach people who have previously viewed one of their videos. This opens opportunities for storytelling and sequencing, giving advertisers the power to reinforce brand messages or move people down the consumer funnel. For more insights, see the post from measurement science here: http://insights.fb.com/2015/02/09/creative-combinations-work/

The new solution will introduce the following updates:

• Ability to remarket without having to choose this option in advance of initial video ad
• �Ability to target on paid AND organic video views
• Improved UI with audiences aggregated at the video ID level
• Audience will include people who viewed the video in the 30 days prior to when the audience is selected (note: furthest calendar date look-back is 3/11)
• Removal of minimum requirement of 1,000 unique video viewers
• ��Removal of 24-hour delay from when video ad is created to when video viewing audience can be selected for remarketing
• ��Ability to exclude video viewing audiences

Introduction of framework for planned future remarketing options (ex: ad impressions) available in Q2 and beyond

As a best practice, you should upload the video in the ad video library and then use the video ID in ad creative creation through object_story_spec. This ensures you have an aggregated view count when a single video page post is used across multiple ads.

The previous video viewing audiences (check box in Power Editor or whitelist with audiences that appear in the Custom Audience field) will no longer be supported as of May 26. However, you will still be able to use any existing audiences you had created for remarketing. We encourage you to move to the new solution as soon as possible to ensure API parity for clients.

Next Steps

• � ��Review the API documentation and begin plans to integrate into your interfaces.
• � Adhere to the best practices of using the video ad library in order to provide an aggregate view of performance when a single video is used across multiple posts.
• � Think about how you and your advertisers will be able to use this solution to better achieve their marketing goals whether that be moving people through the consumer funnel or reinforcing brand messages

Documentation

https://developers.facebook.com/docs/marketing-api/guides/videoads/v2.2#remarketing