Facebook to test mid-video adverts
Adverts have been a fundamental part of marketing and business plans for more than a century, as different platforms use them to bring in revenue. Now, Facebook, one of the world’s best companies at bringing in ad revenue, are experimenting with a new way to display adverts on their site.
Adverts are just accepted as part and parcel of the online experience, as we know that websites need them to be able to fund their platforms. Even with Facebook, we accept adverts because they are reasonably infrequent and usually tailored to at least be of interest to us, due to complex algorithms.
However, widespread reports in the mainstream media as well as technology publications have suggested that Facebook might be about to bring in a new style of adverts which will surely irk their loyal users.
It has been reported that they will be bringing in adverts during videos in a ‘mid-roll’ format. This will give publishers the chance to insert more adverts at different intervals in their videos.
Peter Kafka, writing in Recode, said: ‘for now, Facebook will sell the ads and share the revenue with publishers, giving them 55 percent of all sales. That’s the same split offered by YouTube, which dominates the online video ad business.
‘If the new ads take off, they could represent the first chance many video publishers have had to make real money from the stuff they’ve been running on Facebook.’
There was a clear drive towards pushing their video offerings and increasing the amount of content available to Facebook members a couple of years ago. In 2016, the company’s members were watching over 100 million hours of video content per day, which is a staggering amount which was surely boosted by the fact that Facebook have been one of the only sites which have banned ‘pre-roll’ adverts on their site.
Kafka continues: ‘A Facebook rep declined to comment. But last fall, Facebook VP Dan Rose, who runs the company’s content operations, told Poynter that he expected to talk about expanding the mid-roll ads it was trying in live videos to more video formats early next year.’
Dominion holds Facebook in its Global Trends Ecommerce Fund.
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