The deals between video producers and Facebook required the former to create a certain amount of video content that could allow for mid-roll ad tests each month.
Facebook is making major changes to its advertising strategy, including putting ads before videos and requiring videos to be longer before they can have ad breaks.
The Ad Break change is one way Facebook is trying to ensure users are watching ads as brands demand greater insight into the viewability of the ads they invest in.
With this new update, we are likely to see videos that Facebook thinks we want to watch.
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There's something in it for show creators too-and according to Facebook, creators will henceforth find it easier to reach their existing community. By so doing, show creators will be able to grow an audience for new shows, while people will be able to connect with content they may be interested in. They will also see new episodes of a show if they have watched an earlier episode. The social network's growing focus on the video medium is an indication of its popularity amongst users.
After resisting the urge to launch pre-roll ads on its network, Facebook is finally embracing the idea. Pre-roll ads will only play on the Watch platform, for now, which is where users go with the intention to watch videos. The company is of the view that pre-roll ads will be a big hit in Watch unlike in News Feed. "We'll start with 6-second pre-roll with the goal of understanding what works best for different types of shows across a range of audiences". Video ads, in particular, have been a problem for Facebook, with research suggesting viewability on Facebook significantly trails industry averages.
Further, the mid-roll ads aren't being abolished entirely with Facebook stating it is only the longer videos that qualify to have them. "Furthermore, across initial testing, satisfaction increased 18 percent when we delayed the first Ad Break placement", Angelidou-Smith and Bapna wrote. Previously, videos in the test were eligible for Ad Breaks if they were a minimum of 90 seconds, with the first Ad Break able to run at 20 seconds. It would be safe to say that the average Facebook user may be spending more time consuming video content than anything else.