Facebook to push more videos via pre-roll ads for 'Watch'
Dec 16 2017
The changes to the News Feed will mean that users are more likely to see videos that Facebook thinks they want to watch, based on pages they have liked and behavioural data from the site, for example presenting new episodes of shows if users have watched earlier episodes. Currently, it streams shows from Vox and Discovery Communications Inc.
Facebook has new deals with content producers that pay upfront for some high-quality videos.
"Engaging one-off videos that bring friends and communities together have always done well in News Feed and will continue to do so", the company said in the blog post.
Lastly, Facebook said that next year it would start testing ads in its Watch service that run at the beginning of videos, which are referred to as pre-roll ads. It is also now easier for show creators to reach existing viewers by distributing new episodes directly to followers if their Show Page is linked to their existing Page.
While Facebook is still growing with more number of active users on the rise, the company wants to engage its users to its platform by showing them more videos. 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'sYouTube and Twitter's now-defunct Vine.
Starting in January, they won't be included in any videos shorter than 3 minutes, and the first ad won't pop up until at least a minute into whatever riveting content you're consuming. Previously, videos in the test were eligible for Ad Breaks if they were a minimum of 90 seconds, with the first Ad Break able to run at 20 seconds.
Facebook's News Feed, which comprises posts from friends and businesses, is the first thing its 2.1 billion users see when they open the mobile app or go to the website, making it valuable online real estate. The news post noted that viewer satisfaction numbers are tough to boost so the research suggests the update will increase the likelihood that viewers will keep watching under the new policy. Facebook has incentivized users over the past year to post more live videos, longer form videos and videos generally.