Facebook videos could soon house a lot more ads

Facebook-mid-video-ads
The You Tube mid-video ad plague extends to Facebook. Image YouTube
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11 January, 2017

Facebook was not sharing any revenue from the ads with participating publishers during the initial testing with live.

Users anxious the changes may affect the viewing experience on Facebook and Instagram should keep in mind that pre- and mid-roll ads are ubiquitous.

That's all well and good, but the bottom line for Facebook, and for many video producers, is to make money.

The format that Facebook is proposing involves "mid-roll" advertising, where the ad will show up some time after the footage starts rolling, Recode reports.

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"By only allowing ads 20 seconds into a video, Facebook is taking an interesting approach by sending a clear message to publishers-create engaging content, or else your ads won't be seen", commented Joe Hyland, CMO of webinar platform ON24.

It's been suggested that ads wouldn't start to run until users had watched at least 20 seconds of a video. This presents them with a huge opportunity as well since over 100 million hours of Facebook videos are watched every single day.

As of now, Facebook will sell the ads and share the revenue with publishers, giving them 55 percent cut which is similar to what YouTube is offering to their content creators. This means that the ads will be added between the video. There's no word yet on when, precisely, these ads will roll out, but don't be surprised to see them appearing soon. If implemented, it will be the first option Facebook has ever offered for publishers to make money off their videos directly from Facebook. They serve their objective in other ways, such as keeping people on Facebook for longer, and persuading brands to create content.

"Advertisers are super keen on video advertising", said Eleni Marouli, at analyst company IHS Markit. Last year, it also began testing mid-roll ads in live videos. That's been a source of controversy in the media business, especially since Facebook automatically plays videos when they show up in users' feeds. As of now, Facebook has the least "video view" time of 3-seconds to count as a single view.


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