Facebook to begin testing mid-video ads

For the first time, Facebook is moving aggressively to monetize video. As first reported by Recode, the social giant has told ad agencies and publishers that it’s preparing to test “mid-roll” ads on videos from select publishers. The mid-video ads can interrupt videos after users have watched them for a minimum of twenty seconds. Videos also have to be at least 90 seconds long to qualify for mid-roll placements. Meanwhile, Marketing Land reports that Facebook’s mid-roll ads placements will have to clock in at fifteen seconds or less. Facebook will sell the inventory itself. The company reportedly informed publishers that they’ll get 55 percent of the mid-roll ad revenue compared to Facebook’s 45% – the same rev-share deal offered by YouTube. Facebook has also been testing mid-roll video ads in its live video product since last summer.

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