Facebook is testing adverts on its Live streaming videos
Facebook has confirmed it’s testing video ads during its live streaming videos on its Live platform. Mark Zuckerberg’s company is testing 15 second adverts that play five minutes into a streaming session, Ad Age has reported. A statement from Facebook, given to the publication, confirmed that a “small test” of adverts placed into users live streaming video swas being run. This test includes “a group of publishers [who] have the option to insert a short ad break” during […] their Live videos.
The social network has shifted to heavily favour video in recent years. Two years ago the Silicon Valley firm updated its algorithms to rank videos directly uploaded to its network higher than other posts; the videos people chose to watch would “reach a larger audience” the company said.
The shift towards video has been a massive success for Facebook. In July the company’s second quarter earnings revealed more than 1.7 billion people use the network each month and revenue for the period ($6.4bn) was up 59 per cent compared to the previous 12 months.
“We’re particularly pleased with our progress in video as we move towards a world where video is at the heart of all our services,” Zuckerberg said in a statement released alongside the company’s financials.
Facebook isn’t the only company betting big on video and live streaming videos, Twitter, which showed stagnation in its most recent financials, has signed a number of partnerships to broadcast live video and boost clips shown through its platform. It will be broadcasting NFL, NBA and NHL games, plus Premier League highlights in the UK. YouTube has now moved into streaming live 360 video.
Facebook’s own live offering was introduced on iOS and Android in March. The Wall Street Journal has reported the social media company has signed 140 contracts with video creators and media organisations, worth more than $50m (£37.7), to get them to use the Live platform.
Ad Age sources said Facebook was currently only testing the adverts. Revenue made will reportedly not be shared with media partners during the trial.