Facebook eyes more video ad revenues

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Among the ad changes that the social network has announced is the introduction of pre-roll advertising, which is being tested in environments where users "intentionally go to watch videos", such as its recently-added Watch tab.

Facebook Inc. said it would promote videos more on its news feed on December 14. The social media giant only began to pay its video creators in 2016, originally setting aside $50 million to pay 140 companies and individuals throughout the year.

However, this does not mean the entire News Feed is going to be full of video ads for users. On-demand videos had to be at least 90 seconds long, whereas live videos had a six-minute minimum.

Watch was launched by Facebook in August this year, and features live and recorded show episodes.

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There's something in it for show creators too-and according to Facebook, creators will henceforth find it easier to reach their existing community.

If you too find yourself returning to Facebook for the videos, you might have come across an issue that causes just the live variety to lose audio.

"Today, the majority of video discovery and watch time happens in News Feed", said Maria Angelidou-Smith, product management director at Facebook in a blog post announcing the changes. The introduction of pre-roll is part of the company's plans to make its platforms more appealing to video creators, who have so far overwhelmingly used channels like Google's YouTube and Twitter's now-defunct Vine. "We'll start with 6-second pre-roll with the goal of understanding what works best for different types of shows across a range of audiences". In January, eligibility will shift to videos that are at least three minutes long with the earliest possible ad break at the one-minute mark. In August, it introduced Watch, a platform created to let users more easily watch videos within Facebook's mobile apps, TV apps and on computers.

The ad break change was the result of consumer research from Facebook that found only allowing ads in the longer videos improved overall satisfaction, and delaying the first ad break increased satisfaction 18%.