Facebook advertising platform comprises of more than 1 billion active users and has an incredible reach. Facebook now allows advertisers to buy in-stream ads separate from the News Feed ads. The social networking giant Facebook lets marketers choose to purchase in-stream video Ads (mid-roll and pre-roll) in Facebook Audience Network or on Facebook without having to buy News Feed ads.
Facebook Audience Network is a hub for third party sites and applications that are partnered with Facebook to run ads from Facebook advertisers on their conditions.
The social network application only allows mid-roll ads (ads that show up in the middle of a video) on the Facebook News Feed — not pre-roll, because Facebook is built for video discovery, and people are less likely to discover new videos if there’s a pre-roll ad (an ad before the video starts).
Facebook product marketing manager Kate Orseth said the marketers have been in need of more options to split up their video budget rather than buying everything. This feature also enables users to post their in-stream videos on Facebook or other range of websites. Orseth also added that the business model would be same as it was on Facebook where content creators are receiving 55% of revenue from ads shown in the video.
This feature allows the advertiser to tell a sophisticated and customizable message through videos to create successful ad campaigns. Facebook recently launched Watch, a video tab on the platform. The Watch will provide several original shows from publishers and content creators. Watch has the potential to increase the time users spending on seeing videos in this social network.
More than 70% of people watch in-stream ads which are 15 seconds or less in length mostly with sound on. Facebook also said, our goal is to provide successful Facebook Marketing through in-stream ads to right people and at the right time. Facebook is also testing a feature in News Feed which provides few sentences regarding the news and customized links to news according to the interest of users.