Dive Brief:

• A Facebook-commissioned study from Nielsen research shows that it could take less than one second for a video to make an impression on viewers. 
• The study found a lift in ad recall, brand awareness, and purchase consideration the moment a video ad was viewed.
• Viewers who watched less than three seconds experienced a 47% lift in ad recall, 32% in brand awareness, and 44% in purchase intent. 

Dive Insight:

The study offers some insight for video advertisers into how much viewers are absorbing from video ads. Facebook says its videos get more than 3 billion views each day, and counts a view as watching for three seconds. With this study's results, advertisers can rest a bit easier that their auto play videos are offering some value, even if they aren't watched in full.