Facebook is Testing Mid-Roll Video Ads in Facebook Live streams
Publishers, brands, and agencies are gonna love Facebook’s video ads channel. With 4 billion video views and users watch 100 million hours of video per day, Facebook Live are about to be invaded by commercial breaks.
Based on Facebook's official statement, the company currently running a small test where a group of publishers have the option to insert a short ad break in their Facebook Live videos. The ads appear after a five-minute video and can last for a maximum of 15 seconds. Likewise, Facebook suggests that during testing the ads in Live broadcasts will be taken from other video campaigns. It is highly likely that advertisers will be able to create customized ads for Live after the testing is successful.
Although ads in live broadcasts seem like an inevitability, at least one agency opted out immediately “because there was no reporting on how well it does and you don’t have control over where the commercial shows up.”
Facebook possibly able to generate $3.8 billion in earnings from video advertising by 2017, triple its expected take in 2015. There has been a 400 percent increase in videos published by people and brands over the past year on the platform.
Facebook has not disclosed whether the experiment will be turned into a fully functional ad product. In the meantime, the company is not sharing ad revenue from the test run with its publishing partners. This may be due to the fact that its media partners have already been paid for their visual content.