Published: Sat, December 16, 2017
Industry | By Dora Warner

Facebook now adopts pre-roll ads for videos show under Watch

Facebook now adopts pre-roll ads for videos show under Watch

Facebook has been trying to monetize its video platform since its launch and now, the social network plans to start pushing more of the content on users' News Feeds. Currently, it streams shows from Vox and Discovery Communications Inc.

The key change to video monetization is how Facebook handles Ad Breaks, with shorter content no longer eligible for these ads.

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Basically, the company wants to promote videos more prominently inside its News Feed, so that it can generate interest in episodic shows and is able to rival directly with YouTube.

As for the ads themselves, it seems Facebook is finally ready to test out pre-roll ads on its videos, Engadget notes.

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Videos that are part of a series or from creators churning out regular content will now get preferential placement in the news feed. In August, it introduced Watch, a platform created to let users more easily watch videos within Facebook's mobile apps, TV apps and on computers. Now, apparently, even Zuckerberg is going to learn to like, if not love, pre-roll ads. Starting from 2018, the social media behemoth says it will start testing pre-roll ads in places where people proactively seek out content, such as Watch. The company said in the blog post that it would no longer includes ads in the middle of videos that are under three minutes. This is a shift from the previous policy of eligibility for ad breaks started at videos of 90 seconds and the first break possible at the 20-second mark.

"Engaging one-off videos that bring friends and communities together have always done well in News Feed and will continue to do so", the company said in the blog post. "Viewer satisfaction numbers are typically hard to lift, so this indicates a positive shift - increasing the likelihood people will continue watching the content through the break". Live Ad Breaks will no longer support Profiles and will only support Pages with more than 50,000 followers after research showed Pages below this threshold were more likely to share live videos that don't comply with content guidelines.

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