Facebook News Feed Videos to Have ‘Mid-Roll’ Ads
Exactly 20 seconds into watching videos in their News Feeds, Facebook users will start seeing ads, the company told Recode.
“For now,” reads Monday’s article about the ad testing, “Facebook will sell the ads and share the revenue with publishers, giving them 55 percent of all sales. That’s the same split offered by YouTube, which dominates the online video ad business.”
Differently from YouTube’s “pre-roll” ads, though, Facebook will show “mid-roll” advertisements. In other words, Facebookers who watch 20 seconds of a video will see an ad before they can view the rest of a video that’s a total of 90 seconds long, at minimum.
“Facebook is telling publishers that in order to make money, they need to make clips that go on for a while and keep users’ attention,” Recode explains.
Chances are, this will be highly sought-after real estate — despite Facebook’s recent problems with video view metrics.
And although this is being shared with marketers as a testing phase, the Wall Street Journal reports on Monday that Facebook already saw the ad option in practice in Facebook Live videos.
“Facebook’s mid-roll video ads will be limited to 15 seconds,” Marketing Land reports on Monday. “Advertisers can pick content categories they do or don’t want their ads to interrupt, but may want more control over placement.”
Marketing Land termed the mid-roll ad option “inevitable” after Facebook’s move to buy original and licensed shows.
“Their placement will be labeled ‘In-Stream Videos,’ and advertisers will have to uncheck the placement if they don’t want their ads to run in the middle of publishers’ videos,” writes Marketing Land’s Tim Peterson.
Peterson adds that marketers can opt for categories such as “sports or humor, and they can specify categories they want to avoid, such as ‘debated social issues,’ ‘mature audiences’ and ‘tragedy and conflict.’ ” But the marketers can’t yet say which video publishers they do want or want to avoid.
What do you think, marketers?
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