Published: Fri, January 13, 2017
Science | By Hubert Green

Facebook to start showing ads within videos

Facebook to start showing ads within videos

Apart from knowing about your offline habits to better improve the ads you see, Facebook seeks to start off the new year by testing a new mid-roll ad format, which allows publishers to insert ads in the middle of the videos you watch.

Now Facebook (FB) will bring video publishers into the fold for a piece of the ad action.

A new feature could be about to annoy huge amounts of people on Facebook.

Similar to YouTube, Facebook seeks to monetize videos and give publishers 55 percent of all sales from the ads they sell.

That means that most publishers have seen little or no ad revenue from the clips they show on Facebook, even though many are spending considerable resources trying to build up a video presence there. As Re/code points out, the 55/45 split is the same deal YouTube offers.

Facebook has largely benefited from the explosive growth of mobile News Feed ads, either sponsored by publishers, instant articles, app install ads or other various forms of advertising.

Facebook is about to turn up the volume on its video competition with YouTube.

In 2016, Facebook did begin allowing publishers to post sponsored videos, where an entire video has a corporate sponsor (a la this Vice story about a famous Buffalo Bills fan, "created by Bud Light and Vice Digital Services") but not every publisher hopped aboard, and not every publisher does those kinds of videos.

Why Put Ads In Videos?

But the vast majority of publishers run their ads as pre-roll, including Yahoo Finance. Advertisers will be able to select the category of content that their ads run with, Marketing Land reports, but may not be allowed to pick and choose specific publishers or exclude certain publishers.

Ms Marouli told the BBC she did not think this type of ad would necessarily be more disruptive for users watching video on Facebook, but noted that it would be up to the social network to decide whether the inserted content would be kept brief - shorter than typical TV ads, for example.

It is not hard to understand why advertisers will be getting excited by video advertising with the popular social network racking up 100 million hours of video viewing time a day! According to a Wall Street Journal report, the New York Times could be one of the companies receiving financial aid from Facebook to publish live videos on Facebook Live.

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