Facebook tests pre-roll ads, shifts Ad Breaks to longer content

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Will the latest news, aired in this blog post, that Facebook is to put six-second ads before some of its videos, buck that trend? Facebook will continue ad breaks in videos lasting at least three minutes, but planned to delay showing ads for at least a minute. Facebook is also introducing new restrictions on when and which publishers and creators can insert mid-roll ads in their videos and changing how its algorithm decides which videos to prioritize in people's News Feeds.

"While News Feed will remain a powerful place for publishers and creators to grow and connect with their audience, over time we expect more repeat viewing and engagement to happen in places like Watch".

Further, the mid-roll ads aren't being abolished entirely with Facebook stating it is only the longer videos that qualify to have them.

Facebook will make users view advertisements before they can watch some videos from next year. Facebook also said that it is making changes to the kind of video advertisement that are present on the network.

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Facebook is also adjusting the requirements for mid-roll ads (or "Ad Breaks", in Facebook's parlance). Previously videos had to be a minimum of 90 seconds, and the first ad break was allowed to appear after 20 seconds. Ranking will now be based on videos from Pages that people often want to watch repeatedly. It [Facebook] said the initial test it carried out showed that satisfaction improved by 18 percent when Ad Breaks were delayed. It will also update ad breaks in live video, supporting them only on pages with more than 50,000 followers, according to the blog post.

Meanwhile, Facebook is investing more money in video. There is a reason video game live streamers have begun considering Facebook as a viable alternative to the likes of Twitch and YouTube Gaming. The number of branded videos has quadrupled since the beginning of 2017, the company said.

The other change Facebook announced is a limit on which publishers and creators are able to insert ad breaks into live videos.

The news also contains a change to Live Ad Breaks that appears created to address concerns around brand safety.

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