What is ThruPlay? ThruPlay is Facebook’s default optimization and billing option for video ads. ThruPlay enables advertisers to pay only for ThruPlays, video ads that were played at least 15 seconds. ThruPlay is available with auction or reach and frequency campaigns.
According to Facebook, ThruPlay was introduced on Facebook Ads Manager in September, 2018. Since July 31, 2019, Facebook paused existing campaigns that use 10-second video views optimization, asking advertisers to adjust any campaigns that were running using 10-second video views optimization to now use ThruPlay optimization.
Facebook says that ThruPlay will help simplify the video ad buying on Facebook.
“Completed views are an important goal for Samsung to drive brand awareness, especially for campaign launches. We’re really satisfied and excited about the performance of ThruPlay. In recent testing, we found that ThruPlay drives the most efficient results and a high Ad Recall and Brand Awareness Lift during the campaign.”Patrícia Pessoa, Marketing Director of Consumer Electronics, Samsung Brazil