Facebook is making ThruPlay the default option for all video placements in Facebook, Instagram and Facebook Audience Network (including in-stream, Stories and News Feed).
The ThruPlay video option, launched in September, optimizes ad delivery to target users who are likely to watch the entire video or at least 15 seconds of longer videos. The 10-second delivery optimization option focused on users likely to watch ten seconds or more of a video.
Facebook wrote, “Making ThruPlay the default optimization for video views campaigns will help simplify our video ad buying options and better align our offerings with what advertisers value. Starting in May, we will begin a phased migration from 10-second video views to ThruPlay optimization. And starting July 31, we will pause existing campaigns that use 10-second video views optimization, so be sure to adjust any campaigns you're running using 10-second video views optimization to now use ThruPlay optimization”.
So take note and update your campaigns before July 31, 2019.
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