Facebook to Open Up Mid-Roll Video Ads, Giving Video Publishers New Hope of Profit
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Facebook has been pushing video content hard for the past two years. However, content publishers have long complained that, despite the high reach of videos, there has been no way to earn advertising revenue from them. According to industry sources, Facebook is finally about to launch a feature that allows ads to be inserted in the middle of a video. The rules may allow an ad to be inserted after 20 seconds of playback, and the video must be at least 90 seconds long. As for ad revenue, 55% will go to the content provider, the same revenue-sharing model as YouTube, the largest video platform.
If Facebook really allows "mid-roll" ads, meaning ads inserted in the middle of a video, it will be a great help to both Facebook's video business and content publishers, because publishers will be more willing to upload videos to the platform, and Facebook will also reap the benefits of the advertising revenue.
In addition, the key metric Facebook uses to judge video performance will also shift from "view count" to "watch time". Under the current standard, a view is counted once a user has watched for 3 seconds. If the future standard for inserting ads is that ads can only be inserted after 20 seconds of playback and the total length must reach 90 seconds, it means that publishers must provide videos that are long enough and capable of holding users' attention in order to make money.
Facebook to Open Up Mid-Roll Video Ads, Giving Video Publishers New Hope of Profit
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