After a lot many changes and updates Facebook is back with yet another surprise, this time for the publishers. The social networking site has decided to begin a new “Mid-roll” ad format which will give video publishers a chance to insert ads into their clips after people have watched them for at least 20 seconds. The new ad format suggests that Facebook is giving more emphasis on the time people spend watching videos rather than the total number of video they watch. This could be a challenge for video makers as they need to deliver the content that can hold the audience for more time.
Facebook gets paid for the sponsored content and advertisements by the companies/users. In recent years the site has been pushing videos uploaded to its user and has claimed 100 million hours per day of watching vides since 2016. Unlike other ad business facebook has forbidden “pre-roll” video ads which can run before a clip. This stance has discouraged some facebook publishers from putting valuable content on the network.
Facebook has been doing constant efforts in creating advertising opportunities for publishers. It also created a separate video section that allowed publishers to share revenue from stand alone videos back in year 2015. Last year, facebook gave the opportunity to the publishers to create videos sponsored by advertiser, which allowed some publishers like Buzzfeed’s Tasty unit to generate ad revenue. The mid roll ad feature is currently being tested by Facebook with a handful of publishers in US. As it is known that to run ads in the middle of your video you need to have 2000 or more followers and you must have also reached 300 or more concurrent viewers in recent live video. Once these conditions have been fulfilled video ads can be inserted into the live streams.
This is a strategy by CEO Mark Zukerberg to turn his video empire into a huge business. For now, Facebook will sell the ads and share the revenue with publishers, giving them 55% of all sales. This is exactly the same split offered by Youtube, which at present dominates the online video ad business. But the mid-roll ad attribute by Facebook could leave a largest impact due to its feature of including all kind of video throughout the network, most importantly in the newsfeeds. Hoping this new feature to be a great step towards a new business empire and a source of larger revenues for the businesses.