Facebook Plans Pre-Roll Advertisements

Facebook to use its News Feed to push more videos to users

Facebook Plans Pre-Roll Advertisements

Among the ad changes that the social network has announced is the introduction of pre-roll advertising, which is being tested in environments where users "intentionally go to watch videos", such as its recently-added Watch tab.

The ads will reportedly appear before certain videos begin playing.

"Over time we expect more repeat viewing and engagement to happen in places like Watch". In its blog post, Facebook said it would no longer allow ads in the middle of videos unless the videos are at least three minutes long, which Wieser said may encourage companies to produce longer videos.

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The new Watch video tab from Facebook Inc (NASDAQ:FB) will soon be feeding advertisements to users before they even view a single video. It had then opted for mid-roll ads instead that ran mid-way into the video.

Taken together, the changes underscore Facebook's pivot from the one-off videos that popularized the medium on its social network to the episodic series that the company has been investing in to cultivate a more TV-like audience and attract TV-level ad dollars. These are basically ads that play before the video starts, which viewers on YouTube would be familiar with, by now. It [Facebook] said the initial test it carried out showed that satisfaction improved by 18 percent when Ad Breaks were delayed.

The move is Facebook's latest step to prioritize videos on its platform. It would be safe to say that the average Facebook user may be spending more time consuming video content than anything else.

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The other change Facebook announced is a limit on which publishers and creators are able to insert ad breaks into live videos. "Live video publishers below this threshold also tend to have smaller audiences for their broadcasts, and therefore aren't able to garner meaningful revenue from Ad Breaks", wrote Angelidou-Smith and Bapna. There is a reason video game live streamers have begun considering Facebook as a viable alternative to the likes of Twitch and YouTube Gaming. Ranking will now be based on videos from Pages that people often want to watch repeatedly.

The news also contains a change to Live Ad Breaks that appears created to address concerns around brand safety.

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