Facebook to test ads before videos

16 December, 2017, 05:57 | Author: Roderick Gutierrez
  • Facebook to test ads before videos

Facebook's pre-roll ads will only run within its Watch video hub. Pre-roll ads are commonly used to support online videos, but Facebook has long opted for "ad breaks" during videos. The news post noted that viewer satisfaction numbers are tough to boost so the research suggests the update will increase the likelihood that viewers will keep watching under the new policy.

The new Watch video tab from Facebook Inc (NASDAQ:FB) will soon be feeding advertisements to users before they even view a single video. Since publishers in Facebook's video monetization program are able to control when an ad appears and can track how their ad breaks performed, some have begun to devise strategies to improve the likelihood that viewers will sit through the spot. Facebook will show us the videos based on our search history and pages we have liked.

"Today, the majority of video discovery and watch time happens in News Feed", said Maria Angelidou-Smith, product management director at Facebook in a blog post announcing the changes.


One other new change: Facebook is tweaking its news feed formula, again. The introduction of pre-roll is part of the company's plans to make its platforms more appealing to video creators, who have so far overwhelmingly used channels like Google's YouTube and Twitter's now-defunct Vine.

In a more annoying caveat, Zuckerberg's brainchild has also announced that it's toying with the idea of ads that appear during the middle of a video. For creators whose Show Page is linked to their existing Page, the social networking giant will be able to distribute episodes directly to all their followers.

"We're making these changes because we've found Profiles and Pages below this threshold are more likely to share live videos that fail to comply with our Content Guidelines for Monetization". It will also update ad breaks in live video, supporting them only on pages with more than 50,000 followers, according to the blog post. Also, the ads won't run until at least a minute into the video. The Discover tab in Watch will also prioritise shows that people come back to.

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