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Facebook is putting ads in the middle of videos

In a bid to increase revenues for publishers posting video on its platform, Facebook is introducing ads in the middle of on-demand content, while expanding availability of "mid-roll" ads for live videos. Facebook will start testing the new format with a select set of U.S. publishers who will earn 55% of the ad revenue, with the social network pocketing 45%.

According to Recode, ads can be inserted once an on-demand video crosses 20 seconds in runtime, and each ad break must be two minutes apart. Facebook has also announced that pages or profiles that have 2,000 followers or more — and those that have reached 300 or more concurrent viewers for a live video — will be eligible to roll out ad breaks:

  • Pages or profiles in the U.S. can qualify to test ad breaks if they have 2,000 or more followers and have reached 300 or more concurrent viewers in a recent live video.
  • You can take ad breaks during any live video reaching 300 or more concurrent viewers by tapping on the $ icon in the Live composer window.
  • You can take your first ad break after having been live for at least 4 minutes. You can take additional ad breaks after a minimum of 5 minutes between each break.
  • Each ad break lasts up to 20 seconds.

Facebook's decision to split ad revenue with publishers will incentivize publishers to post more video on its platform. The social network announced last year that over 100 million hours of videos are watched every single day, and that number has likely skyrocketed after Facebook made it easier for everyone to broadcast live video.

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What this means is that if you like to consume a lot of video on Facebook, you'll have to sit through ads.

Harish Jonnalagadda
Harish Jonnalagadda

Harish Jonnalagadda is a Senior Editor overseeing Asia at Android Central. He leads the site's coverage of Chinese phone brands, contributing to reviews, features, and buying guides. He also writes about storage servers, audio products, and the semiconductor industry. Contact him on Twitter at @chunkynerd.

14 Comments
  • Yet another reason to dislike Facebook
  • Those ads mid-video on YouTube are so annoying.
  • I guess no one cares that most people hate commercials and interruptions of any kind while watching something. I look forward to the day when we get commercial breaks during gaming and movies at the theatre
  • I'm sure they're looking into it.
  • They have "product placements" already to cover in game or in movie ads. Some games have dynamic bill boards/spots that can change the ad every time you play it. Pretty much in a tv show/movie/game if you see a brand you recognize to exist, it's because they paid to be included.
  • FB is going to ruin a good thing.
  • While watching a cute video from a reputable site I follow on Facebook, about puppies, the AD Facebook inserted was from youtube of a woman running over a dog! Imagine having a small child next to you watching that cute video and then see that so called AD? It still disgusts me. http://hackerspace.kinja.com/facebooks-new-mid-video-ads-1792555163
  • Glad I deactivated my FB.
  • I'm glad I never had an account!
  • How annoying and Facebook-like.
  • As soon as the video switches to an ad in the middle of the video I will be done with the video. YouTube Red is the only reason I use YouTube, but I am not going to put up with ads in the middle of some stupid low grade Facebook video.
  • Deactivating my FB account was the best thing I ever did.
  • The best cure for this is to personally boycott the advertisers products. Going to their Facebook page and publicly telling them what you think about their FB mid-roll ads can't hurt either. Include that because of those ads you will not buy ANY of their products - advertised or not.
  • Simple solution. Any video that does that to me DURING the video, gets turned off immediately. No more revenue from me. Screw these greedy dirtbags! I can deal with an ad at the beginning, but will NOT tolerate ads during the video!