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11 January 2017, 12:33 | Felicia Christensen
The You Tube mid-video ad plague extends to Facebook. Image YouTube
Facebook stated that users now consume 100 million hours of video each day, so it is no surprise that it has made a decision to extend its ad formats, which are currently limited to sponsored posts that brands have to buy from the platform.
The "mid-roll" format runs in contrast to say, YouTube, which typically runs ads before the start of a video. That 20-second requirement would encourage publishers to create videos good enough to hold your attention for more than a brief moment.
Facebook will start testing mid-roll ads, or ads placed in the middle of a video, Recode reported Monday.
Companies and content creators often criticized Facebook for its extremely limited revenue model for videos, which only feature ads under certain conditions.
But the new Facebook ads can only run once a viewer has watched a clip for at least 20 seconds. "Facebook realizes that with video, engagement is more valuable than just clicks".
The social media giant will give video publishers the opportunity to show ads in their videos, and will give users a 55 percent cut of all sales, industry sources report.
Many websites include adverts at the beginning of their videos but adding a sponsored message whilst content is playing could be hugely frustrating for users. Last year, CEO Mark Zuckerberg said people watch 100 million hours of video on Facebook each day; and Sheryl Sandberg, Facebook's COO, later noted that 500 million people watch video on Facebook daily.
"If Facebook wants those TV ad dollars, they have to invest more in video". The ads themselves will be no more than 15-seconds long. Last year, it also began testing mid-roll ads in live videos.
Facebook is reportedly incentivizing publishers to make those initial 20 seconds worth viewers' while. However, this method has been criticized by many considering that the videos on the news feed auto play. 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.
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