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Facebook Is Planning To Test a New Mid-Roll Ad Format In Its Videos
Manuela Walfenzao| 12 de enero de 2017
Mark Zuckerberg, CEO de Facebook
Facebook has two years showing more and more videos, at the point that in 2016 they announced that their users were watching 100 million hours per day. Now it’s time to collect. The social network is going to start testing a new mid-roll ad format, where video publishers could insert ads into their clips after people have watched them. In this way, CEO Mark Zuckerberg will not be going against his refusal of using pre-roll video ads, which run before a clip starts. This new ad format will force publishers to make more attractive and engaging clips, because it will only run once a viewer has watched a clip for at least 20 seconds. Also, these ads can only appear in videos that run for at least 90 seconds. The trial includes all kinds of videos throughout the network, particularly in the News Feed, Facebook’s primary distribution mechanism. The social network will sell the ads and share the revenue with publishers, giving them 55% of all sales. Until now, most publishers have seen little or no ad revenue from the clips they show on Facebook, even though many are spending considerable resources trying to build up a video presence there. That stance has also discouraged some Facebook publishers, like sports leagues, from putting valuable content on the network.
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