Facebook looks ready to test showing ads in the middle of videos

  • by Nick Cohen
  • in Industry
  • — Jan 10, 2017
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A report Monday suggests that the social network plans to start showing advertisements within videos posted on the site, with the revenue from those ads being split between the creator of the video and the social network.

At present, Facebook counts a view every time a video is watched for more than 3 seconds.

According to Recode, publishers will be able to insert a mid-roll ad after at least 20 seconds on videos that run for at least 90 seconds. The short-term plan is to sell this type of advertising and share 55-percent of all generated revenue with publishers, meaning that Facebook is looking to mirror the business model utilized by the Google-owned YouTube, the leading video advertising company in the world. 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. Facebook will give the video producer the ability to put an ad - let's call it what it really is, a commercial - into the video after you've spent 20 seconds watching the thing. "Next year, we're going to start thinking about how that type of monetization opportunity could potentially be brought to regular videos as well", said Facebook's VP of partnerships, Dan Rose, in an interview with Poynter in September. Last year, it also began testing mid-roll ads in live videos. Mark Zuckerberg isn't a fan of pre-roll ads of the sort you see on YouTube, so Facebook's overlords are keen to test a mid-roll ad format instead.

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