Facebook has said it is adding video to its Instant Articles ad product offering. Publishers will now be able to post video ad content through the platform. In addition, the social media network has also expanded its product to allow publishers to place an additional ad unit at the bottom of each Instant Article. According to Facebook, this could yield 20% higher impressions.
Facebook adds video to Instant Articles
Instant Articles is designed to let publishers host content directly on Facebook, thereby eliminating fast loading times on mobile devices.
Through the latest addition, publishers can soon add muted auto-play and click-to-play video ads as well as pre-roll ads before editorial video content.
Josh Roberts, Product manager Instant Articles, Facebook, says:
“In our conversations with publishers, these changes popped up as the biggest steps we could take to make the biggest impact. We care about user experience first and foremost, but we know this doesn’t work if publishers can’t monetize their content successfully.”
Facebook enabled additional advertising features in Instant Articles late last year, in response to publisher feedback who found that generating revenue from content was too difficult without proper campaign support.
The move also means that Facebook will be generating higher revenues as it charges 30% for campaigns sold by Facebook directly.
The company said it was currently testing for publishers to collect user email addresses through Instant Articles. Roberts adds:
“Publisher feedback has been positive after the changes, but feedback is ongoing.”
Publishers have also been asking Facebook to publish sponsored content in Instant Articles, but the company has yet to address these demands.