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Facebook Ads Interaction Campaigns: Video Format vs. Image Format
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Author(s): Diogo Tavares (Porto Accounting and Business School, Polytechnic of Porto, Portugal), Jorge Remondes (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal)and Ana Maria Lima (Porto Accounting and Business School, Polytechnic of Porto, Portugal)
Copyright: 2024
Pages: 29
Source title:
Connecting With Consumers Through Effective Personalization and Programmatic Advertising
Source Author(s)/Editor(s): Jorge Remondes (Instituto Superior de Entre Douro e Vouga, Portugal & ISCAP, Instituto Politecnico do Porto, Portugal), Paulo Madeira (Instituto Superior de Entre Douro e Vouga, Portugal)and Carlos Alves (Instituto Superior de Entre Douro e Vouga, Portugal)
DOI: 10.4018/978-1-6684-9146-1.ch002
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Abstract
This chapter aims to understand which type of format (image or video) has more impact on interaction. To assess the effect of the video or image format on interaction campaigns, important metrics were selected to analyze interaction campaigns: reach, impressions, CPM, interaction results, interaction rate, cost per interaction with the post, comments on posts, reactions on posts, saved posts, and shares of posts. This study is qualitative, based on information from Facebook Business Manager, where through the data from the campaigns developed it is possible to reach conclusions regarding Facebook Ads interaction campaigns in video and image formats. Tables were drawn up to interpret the results, using comparisons between campaigns to understand which format achieves the best results in terms of engagement. The results show that the video format has better results in terms of reach, impressions, CPM, interactions, and cost per interaction with the publication. The image format shows better results in terms of comments on posts, reactions, saved posts, and shares of posts.
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