Money-making and advertisement videos may not be Facebook’s strongest suit. But with the social media giant’s re-introduction of the “mid-roll” ad format, things are looking more lucrative to video publishers who would be rolling out videos with income-generating advertisement in the middle of them all.

However, there are two conditions which publishers must meet in order to qualify their videos of getting the wanted money-making feature of embedding ads in them: the video must at least be running a minute and half long and must be viewed for at least 20 seconds’ duration.

Previously, publishers were complaining that Facebook, as a business platform, is not generating enough revenues for video publishers—like BuzzFeed—given that it can only run the so-called “sponsored” video ads which was not without its own controversy.

The inclusion of the video format as part of the popular social media site had long been realized which caused the platform to have as many as 100 million hours of video stream as of 2016.


But despite the ever popularity of videos in a closely-connected community as Facebook, CEO Mark Zuckerberg had never allowed the running of “pre-roll” of video advertisements in its platform which, in business sense, is a lost opportunity for income streams.

It is for this reason that potential Facebook publishers, like sports leagues, had stayed away from the platform as far as putting contents deemed of value is concerned in the platform.

This will all start to change as the giant company begin selling video advertisements whose sales it is committed for sharing with publishers at 55 percent split liken to how the dominating platform, YouTube, shares its ad sales to its own publishers.

But this was not the first time that Facebook has tried something new with regards to creating advertising opportunities for its many publishers.

Almost two years ago, the social media platform was designed to cater for standalone video advertisements with its own section and with the intent of sharing on its income to publishers. Furthermore, the first rollout of the “midroll” video ad format was initially implemented just last year, but only tried with live videos.

Source: Recode

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