Facebook is testing short video ads, which will play in Live broadcasts.
Websites generate high revenue from video ads, but the social network site is missing out on video ad revenue from the Live product. Facebook has confirmed that it is testing video ads for Live.
"We're running a small test where a group of publishers have the option to insert a short ad break in their Facebook Live videos," says Facebook.
The ads appear after a five-minute video and can last for a maximum of 15 seconds. The social media website suggests that during testing the ads in Live broadcasts will be taken from other video campaigns. It is highly likely that advertisers will be able to create customized ads for Live after the testing is successful.
Reports suggest that publishers will be able to control the category of ads that can be showed during the video stream. Moreover, a publisher may also switch off the ad if the Live stream is not appropriately themed to have an ad, such as a breaking new video.
Publishers will not get a part of the revenue generated during the testing period; however, they may be able to get some revenue based on how Facebook structures the Live ad product.
Many people find ads interruptive, but Facebook has not confirmed if video ads will be rolled out during Live streams. However, given the potential revenue from video ads, it is highly likely that the company will introduce ads in Live in the near term.
The social networking site has shifted heavily in favor of video in the last few years and this shift has generated a lot of revenue for Facebook. On July 27, the company announced its financial results for the quarter, which ended on June 30.
Mark Zuckerberg, the founder and CEO of Facebook has expressed his pleasure over the way video has worked for the company.
"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," says Zuckerberg.
Facebook is not the only company that is focusing on live streaming and video. Other companies such as Twitter have also entered into partnership for broadcasting live video and attract more viewers. The micro-blogging website will broadcast NHL, NFL and NBA games. In the UK, Twitter will also broadcast Premier League highlights.
It remains to be seen how swiftly Facebook introduces ads in Live broadcasts.
