Three seconds still counts as a video view on Facebook, this is the standard after from last month, he social network will give advertisers the option to pay for video ads after a user has watched for 10 seconds, significantly longer than the video views it charges for now. Unlike a regular video view, which Facebook counts after three seconds, the company currently charges advertisers for each impression a video ad gets, which means an advertisers is charged as soon as the video starts playing. Now an advertiser can choose options; impression or 10-second view that they would like to be charged for. This idea on the current system really is not that useful to digital advertisers, especially when videos are set to auto play like they previously do on Facebook. Under the impression option, an advertiser could theoretically be charged for a view that occurs when a user is simply scrolling past a ‘sponsored’ video. The 10-second view offers more of a guarantee that the user actually watched part of the ad. Facebook video advertisers bid on prices through an auction (basing from the pay-per-click keyword auction model), so it is likely, but not guaranteed, that these ads will tend to be pricier compared to ads that are charging per impression. A Facebook spokesperson framed this change as a “test” but the company is rolling it out globally, with the 10-second view count working for ads seen on desktop or mobile. This new option is yet another example of the social media giant in catering better to its ad partners. The update likely came about after complaints from advertisers; you do not naturally adjust something that’s working for both ends. Facebook is working to respond to this kind of response. Facebook did something similar at the Cannes Lions advertising festival in France when they showcased off a new ad model. The reality is that Facebook is one of numerous places these advertisers can take their money, so it has nothing to gain from ignoring the wants of the ad industry. Twitter is trying something similar. It charges for three-second video views, but that timer won’t start until the video is 100 percent viewable on the screen; Facebook considers a video to be visible even if it’s just 50 percent on the screen. The point is that everyone is looking for a leg up in this ad market. Charging for a 10-second view versus a three-second view is a way for Facebook to differentiate itself.