Facebook Will Show Mid-Roll Ads After the 20-Second Mark
Facebook will begin testing 15-second mid-roll ads on videos, a move that will help monetize the sizable video platform it's created. The social network seems to be redefining "mid-roll" here, though. While the format is typically used in long-form premium content in place of standard commercial breaks, Facebook's mid-rolls will start at the 20-second mark on videos that are at least 90-seconds long. The ads themselves will be no more than 15-seconds long.
The company has previously said it won't stream pre-roll ads on videos, as YouTube does. The timing couldn’t be better, as mid-rolls are increasingly popular with advertisers: A recent report from online video platform Ooyala showed the use of mid-roll ads is growing, and that they're taking market share away from pre-roll ads. In early 2015, pre-rolls made up 75 percent of all video ad inventory. By Q3 2016 that dropped to 60 percent thanks to a preference for mid-rolls.
Publishers will get 55 percent of the revenue for mid-roll ads shown on their Facebook videos.
It will be interesting to see how the move will play out. While it could irk some viewers and lead to lower views, it should also encourage publishers to post more valuable videos now that they can monetize them.
相关文章
The social network's video plans don't end with mobile devices and desktops: The company now wants to stream long-form premium content to TVs.
2017年2月1日
It will now consider completion percentage when ranking videos, and put more weight behind long-form videos than shorter ones.
1月27日
How are organizations such as PBS and TechCrunch using Facebook Live to reach and grow their audiences? The platform has been with us for a year now, so it's time to check in.
2017年1月18日
For two years an error in how Facebook calculates average view time led to dramatically higher averages. The problem shows the need for third-party verification.
2016.09.23
在线视频, 社交网络, and presidential politics combine as both Facebook and Twitter will live stream the upcoming general election debates.
2016.09.21
Media partners will better understand how audiences watch and share videos; tools will roll out to all video creators in the coming weeks.
8月11日