TubeMogul, published a new research on the tradeoffs between video ad types on Facebook. For this, took "a sample of 25 major video advertising campaigns that ran identical videos within Facebook ad units (four types) and comparable click-to-play video ad units on publisher sites (standalone 300x250 ad units), we compared resulting cost, viewing-time and much more. The sample spans 60.2 million views."
Why should marketers care about video on Facebook? First, Facebook is a top-ten video site without without setting out to be. According to Comscore, Facebook was the fifth top video site in April. Second, Facebook turns out to be the home to some of the most engaged viewers online. Taking a sample of 34.5 million streams from top media companies' video clips embedded within Facebook, TubeMogul found that Facebook leads all other discovery sources in terms of minutes-watched per view.