How Will the Facebook Mid-roll Ad Program Work?
Facebook’s deployment of mid-roll ad tools promises to make it more lucrative for advertisers, but they’ll have to follow the rules to capitalize. To host ads, videos need to be at least 90 seconds long, and the spots themselves are constrained to 15 seconds in length. Facebook also mandates that marketers insert ad content no earlier than 20 seconds into a video’s playback time.
Observers think that these rules will also result in changes for publishers because they’ll no longer be able to concentrate solely on getting a high number of early views. It could also help Facebook overcome the self-admitted reality that most of its video campaigns derive 47 percent of their total value within the first three seconds of viewing.