Facebook to push more videos to users

Facebook to use its News Feed to push more videos to users

However, users will not see the ads on their newsfeed, but will instead run across a "pre-roll" advert when they view something in the "Watch" section.

After resisting the urge to launch pre-roll ads on its network, Facebook is finally embracing the idea. The update includes improved metrics such as a dedicated ad break insights tab as well as two new metrics - ad break impressions at the video level and ad break CPMs at the video level. The Discover tab in Watch will also prioritise shows that people come back to. One publisher source told Digiday that Facebook was paying around 300 video makers as part of this deal, which will end for most by the close of 2017. 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. It would be safe to say that the average Facebook user may be spending more time consuming video content than anything else.

The deals between video producers and Facebook required the former to create a certain amount of video content that could allow for mid-roll ad tests each month. 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.

"While News Feed will remain a powerful place for publishers and creators to grow and connect with their audience, over time we expect more repeat viewing and engagement to happen in places like Watch". Furthermore, across initial testing, satisfaction increased 18% when we delayed the first Ad Break placement.

Social networking giant Facebook wants to use its centrepiece product to build interest in episodic shows and to compete more directly with YouTube, the Google-owned video-sharing platform, which is also the world's second largest social media network. Live Ad Breaks will no longer support Profiles and will only support Pages with more than 50,000 followers after research showed Pages below this threshold were more likely to share live videos that don't comply with content guidelines.

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