Facebook has rolled out additional trials of Ad Breaks after having tested the format with a group of video creators over the last few months. The ad format lets video creators take a short break during a live video. Ads are up to 20 seconds long and the social media company offers a 55% ad revenue share. Facebook itself is keeping a whopping 45%.
The new offering has potential to entice more producers to join Facebook and publish their live videos.
Right now, pages and profiles in the US can apply to test Ad Breaks if they have over 2,000 followers and have previously reached at least 300 viewers in a live video.
Ad breaks can be taken during any live video by tapping on the $ icon in the Live composer window.
The first ad break can be taken after four minutes into a live video and additional video breaks have to be five minutes apart. Ad breaks are generally around 20 seconds in length.
Facebook also noted that Intellectual Property or Community Standards violations would disqualify a user from adding a break.
In addition to offering producers to make a living from their live videos, Ad Breaks are a great way for them to adjust any settings or fix their make-up in between streams.
The move takes Facebook into YouTube territory. The Google-owned video platform has been the standard for generating video earnings for many years now. With Facebook Ad Breaks, content creators have a better reason to move over to the social media platform to live stream their content.
In addition, Facebook is partnering up with publishers to get them to use Live.
The social media giant recently announced that its audience viewed 100 million hours of video per day. That’s an intriguing statistic and one that is likely to lure in more content makers. And it’s not just on mobile or desktop, Facebook video consumption could end up on TV. Indeed, it may be only a matter of time until Facebook launches a dedicated live video app.
However, there are a few caveats. Advertisers may be enticed to hold back valuable parts of their live videos until after an Ad Break, which could ruin the user experience for some viewers. Ad overload may be another issue and consumers may turn to producers who use Ad Breaks more sparingly.
It remains to be seen what the end user reception will be like. One thing is for sure, live video Ad Breaks add yet another revenue booster to Facebook’s already hugely successful advertising portfolio.
March 1, 2017