Facebook continues to evolve and develop new opportunities for advertisers and publishers. Most recently, Facebook started testing mid-roll ads in live-streaming and regular videos on its platform. This new feature aims to help media companies and the social network generate revenue from growing video audiences. How will this affect your video advertising efforts?
After a video of at least 90 seconds in length has played for at least 20 seconds, Facebook may insert a 15-second ad “break” during video content. Facebook will reportedly give publishers 55 percent of all ad sales, the same revenue split that YouTube offers. Facebook is rolling out these new ad slots to agencies.
The mid-roll ads will be enabled by default when you buy a video ad campaign on Facebook, but you do have some control. As advertisers, you can opt out if you don’t want your ads to run in the middle of publishers’ videos. You can also pick categories of videos (like DIY segments or sports clips) in which you want your ads to run. Conversely, you can avoid certain categories like, “live news,” controversial social issues,” and “political debates.”
These mid-roll ads are an effective way to reach a captive audience. Take advantage of these engaged audiences by sharing your message with consumers. How can you best utilize this 15-second video spot?
Tailor your story to your audience: People want to watch relevant, helpful ads catered to their interests. Customize your ad’s message to the people who see it.
Invest in production: Spend some time and resources to produce the best possible product within your allocated budget. Consumers will respond to well-crafted, professional video that renders properly on every size screen.
Get to the point: Bring your story to life quickly so you quickly grab consumers’ attention. Consider showing brand or product imagery in the first few seconds so it’s clear what you are promoting.
Focus on storytelling: Since you only have 15 seconds, you need to tell a clear and concise story. Use every second wisely to keep your audience engaged from beginning to end.