Facebook can't run away the realities of video advertising anymore

Count down three seconds in your head. It goes fast, right?  I bet you did it the "one-hippopotamus way." That's actually considerably more than 3 seconds. Ask Siri to set a 3-second timer and then try to read something on the web.

Exactly, it's barely enough time for a sentence, including this one.

A couple of years ago, Facebook apparently set 3 seconds or less as the benchmark for actual video ad engagement. A choice that, on its face, seems rational, even preferable for media planners and advertisers. 

SEE ALSO: Facebook overestimated video metrics for two years, report says

Anyone who spends under 3 seconds watching a Facebook video ad was, for the last couple of years, not factored into the social media giant's average viewing time.  Read more...

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