Facebook vs. YouTube: Where Should You Put Your Video Ad?

For a client whose goal is an increase in video views, Today’s Business ran the same video as an advertisement on both Facebook and YouTube. The results were as follows:

Facebook YouTube
Impressions 904,862 229,905
Views 198,616 532
Average % Video Viewed 15% 23%
Average CPV $.02 $1.25
Video Play To:
     25% 44% 36%
     50% 23% 29%
     75% 20% 24%
     100% 13% 11%

 

Video Ad Glossary

Average % Video Viewed: The average percent of your video that people viewed. This is
the total video watch percentage for your video divided by the total number of times
your video
was played.

Average CPV: Average Cost Per View, The average amount paid when a video ad is played.

Video Views to 25%: The number of times your video was viewed to 25% of its length,
including views that skipped to this point.

Video Views to 50%: The number of times your video was viewed to 50% of its length,
including views that skipped to this point.

Video Views to 75%: The number of times your video was viewed to 75% of its length,
including views that skipped to this point.

Video Views to 100%: The number of times your video was viewed to 100% of its length,
including views that skipped to this point.

 

In summary, results show that Facebook is far more cost effective for running video advertisements as compared to YouTube. One reason may be Facebook’s auto-play feature which YouTube lacks.

When choosing to promote your videos, choosing between both platforms is not an either/or situation. For best results in reaching a wider audience, it is best to promote on both platforms.

 

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