Facebook officially starts testing pre-roll ads on Watch

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Credit: https://marketingland.com/video-makers-programming-around-facebooks-ad-breaks-226515

Pre-roll ads will soon start hitting original Watch tab videos—and that’s the latest from Facebook. The social networking company has announced some changes to video distribution and monetization on its platform. In the announcement, three additions were made by Facebook, including:

Video distribution

To improve the distribution of videos that users actively want to watch, Facebook has updated its News Feed ranking. Ranking will now be based on videos from Pages that people often want to watch repeatedly. Going forward, Facebook will show more videos in your News Feed that you are most likely to watch over and again—”for example, shows or videos that are part of a series, or from partners who are creating active communities.”

There’s something in it for show creators too—and according to Facebook, creators will henceforth find it easier to reach their existing community. 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. By so doing, show creators will be able to grow an audience for new shows, while people will be able to connect with content they may be interested in.

The Discover tab in Watch will also emphasize more on shows that attract repeat watch. “As new shows build audiences, places like Watch are well suited for people to predictably catch up on the latest episodes and content from their favorite publishers and creators, and engage in a richer social viewing experience…Facebook said.

Pre-roll Ads

After resisting the urge to launch pre-roll ads on its network, Facebook is finally embracing the idea. 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 is of the view that pre-roll ads will be a big hit in Watch unlike in News Feed. Facebook based its claim on the fact that Watch is a place where people visit and come back to just to watch videos. So, come next year, the social networking giant will kickstart with 6-second pre-roll as a test.

Ad Breaks

Ad Breaks on shows will from January be centered on videos and episodes that are at least three minutes long. This will replace the earlier arrangement where videos that were a minimum of 90 seconds were eligible for Ad Breaks.

The focus here is satisfaction—Facebook says its consumer research showed that expanding to three minutes video with Ad Breaks improved satisfaction among viewers. It [Facebook] said the initial test it carried out showed that satisfaction improved by 18 percent when Ad Breaks were delayed. This, according to the research it carried out, showed that people will most likely continue to watch the content through the break.

The Ad Breaks test has now been further updated, and will only support Pages with more than 50k followers. Facebook says it took this step because profiles that are lower than 50k followers are more likely to share live videos that fail to comply with it its content guidelines for monetization.


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Author: Ola Ric

Ola Ric is a professional tech writer. He has written and provided tons of published articles for professionals and private individuals. He is also a social commentator and analyst, with relevant experience in the use of social media services.

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