Advertisements are coming to Facebook Live
- Author: Carolyn Briggs Feb 24, 2017,
Feb 24, 2017, 4:30
Now both live broadcasters and recorded content creators will earn a share of ad revenue from their viewers, creating an open monetization platform that could persuade creators to choose Facebook Live. Tap that sign and bingo, an up to 20 second ad break will start playing automatically.
Facebook claims that Audience Network in-stream video ad partners have seen effective CPMs (cost per thousand views) in the USA that are 52 percent higher than with other third-party networks or exchanges. Publishers need to be live for at least four minutes before they can take an ad break, and the stream must have at least 300 concurrent viewers. In other words, there's no escaping these ads.
Going forward, all eligible publishers will be invited to share in the profits from in-stream video ads on their own sites, and apps through Facebook's Audience Network.
Facebook is testing the new ads with a "small group" of US publishers, and will split ad revenue with them - 55 percent to the publisher and 45 percent to Facebook.
The new Ad Breaks feature in on-demand video will let publishers insert short ads (up to 15 seconds long) into videos they upload or into existing videos in their Facebook libraries.
Facebook is letting publishers keep 55% of the money generated from these new ad breaks, and it's now working with a "handful" of U.S. publishers to test them in non-live videos.
Pages or profiles in the US are eligible to use ad breaks in their live videos if they have more than 2,000 followers and have reached 300 or more concurrent viewers in a recent live video.
Previously, Facebook only showed video ads as either related videos after you watched one purposefully, or as distinct ad units in the feed.
Video is the next big thing at Facebook.
The lack of transparency and control extends to Facebook's Audience Network, which has been a black box for advertisers and to which Facebook is also extending its in-stream video ads.
The company has been pushing live videos pretty aggressively for some time now, and also been testing Ad Breaks in livestreams. According to Facebook, the feature is now live but they are calling it a "test" for now.
The company's latest attempt to squeeze advertising dollars out of your time and attention has arrived in the form of ad breaks in the middle of videos.
Videos are the new area of focus for social networking websites. In-stream video ads appearing within the ad network can not be skipped if they are shorter than 30 seconds. Video ads cannot play automatically when slotted within an article like a normal display ad, and they can only appear within autoplay videos if the video player is the main element on the publisher's page. He has also developed tools to monitor brands' early adoption of live-streaming apps, compare Yahoo's and Google's search designs and examine the NFL's YouTube and Facebook video strategies.