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Facebook changes news feed to boost videos

16 December 2017, 05:56 | Myrtle Vega

Facebook changes news feed to boost videos

Facebook changes news feed to boost videos

Among the ad changes that the social network has announced is the introduction of pre-roll advertising, which is being tested in environments where users "intentionally go to watch videos", such as its recently-added Watch tab. Facebook will continue ad breaks in videos lasting at least three minutes, but planned to delay showing ads for at least a minute. They will also see new episodes of a show if they watched an earlier episode. Facebook is embracing pre-rolls after years of shunning them as it tries to make payouts to video creators sustainable.

The new Watch video tab from Facebook Inc (NASDAQ:FB) will soon be feeding advertisements to users before they even view a single video. It appears to be subsidizing those costs with the new pre-roll ads, as well as mid-roll ads that play in the middle of programming, like traditional commercials. Facebook also said that it is making changes to the kind of video advertisement that are present on the network. Beginning in January, videos must be at least three minutes long, and mid-roll ads can not be inserted until a video has played for 60 seconds. Video ads, in particular, have been a problem for Facebook, with research suggesting viewability on Facebook significantly trails industry averages.

Facebook has announced it is introducing some changes with its ad policy for videos shown on its platform, with the introduction of pre-roll ads being the center of it all. "Furthermore, across initial testing, satisfaction increased 18 percent when we delayed the first Ad Break placement", Angelidou-Smith and Bapna wrote.

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Facebook has new deals with content producers that pay upfront for some high-quality videos. Facebook has incentivized users over the past year to post more live videos, longer form videos and videos generally.

This may help Facebook appeal to the YouTube's audience, most people don't think of the social network when they made a decision to search for a video. "Facebook is not. So you can make the argument that they're trying to increase total time spent", Wieser said in an interview. Ranking will now be based on videos from Pages that people often want to watch repeatedly.



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