Facebook to start showing ads within videos
According to Recode, these ads can only appear in clips that have a longer duration than 90 seconds and after the 20 second mark. In that regard, mid-roll advertising resembles traditional TV commercials and online advertisers claim that they perform better than their pre-roll and post-roll counterparts (those ads that appear before or after you watch a video), because users interested in the video content are basically forced to watch them.
The idea behind such an undertaking is clear – billions of clips are viewed daily on Facebook, and the company has not completely capitalized on that fact. CEO Mark Zuckerberg has explicitly forbidden the use of pre-roll ads, so the new approach can increase revenues tremendously. What is also interesting to note is that publishers will get 55% of the earnings, which is the exact share that YouTube offers.
These proceedings are hardly surprising, as Dan Rose - Facebook's VP of content operations, hinted at the move in an interview with Poynter last year: