After banning them for quite some time, Facebook is now allowing advertisers to take advantage of pre-roll in-stream ads. Facebook plans to test them at the start of Watch shows and advertisers can already start setting up mid-roll ads.
This roll out has come since Facebook introduced Facebook Watch, a possible YouTube rival where people and TV studios can create shows and generate revenue through ad sales. Facebook is also aware of how much marketers value video advertising and will typically pay more for video than any other kind of ad. Pre-roll and mid-roll ads almost guarantee the viewer’s attention. Most of the time, consumers scroll through sponsored content if it doesn’t truly interest them. This will mean optimizing content to be creative and engaging within a 4-5 second time frame. Bringing in-stream ads will solve that issue, forcing the consumer to sit through the ad if they would like to finish the rest of their content. Mid-rolls are already showing success with a 70% completion rate.
Needless to say, Facebook is keeping up with trends and staying on top by keeping up with other digital streaming services and closely creeping up on YouTube in the social media realm. Hopefully, this will not affect Facebook’s user base, but if it hasn’t strayed people from using YouTube, Facebook will do just fine.