Facebook Mid-Roll Ads Might Need A Re-Roll?
March 15, 2017
Facebook has begun to test mid-roll advertisements in select publisher’s videos in an effort to grow revenue from all the videos being posted to the site. As an advertiser, I want nothing more than to test out the new opportunity and would not hesitate to recommend the new ad format to any client that advertised on Facebook. However, as a Facebook user, I feel there is room for improvement.
Facebook’s new mid-roll ads can currently only be added to videos longer than 90 seconds. The ad can trigger after 20 seconds and then is limited to 15 seconds in length. There has been some concern that the new ad format will cause engagement to drop off post-ad, and in my opinion, this is a valid fear. The question I pose isn’t if video ads should be used, but rather, is 20 seconds the correct start time for an ad? If I am judging off similar video ad platforms and my own preferences, it may cause more users to abandon the content they were trying to watch in the first place.
In the current ad test, Facebook is using a short-form video format while trying to fit a long-form ad placement into their advertisers’ videos. Their biggest video competitor, YouTube, does not allow mid-roll ads for videos under 10 minutes long, yet Facebook is approving mid-roll ads for 90-second videos that can trigger after barely a fifth of the video is completed.
I think mid-roll ads are a great step forward in Facebook video advertising, however, maybe the ads should not trigger until later in the video. If I had Facebook’s ear, I would tell them to trigger the ad after half of the video has been viewed. At that point, the viewer is clearly invested and would be more willing to finish an ad to watch the end of the content. 20 seconds into a 90-second video is not long enough for someone to have committed to finishing what they are watching. This change would appeal to those with concerns the ad is starting too soon and decreasing engagement on videos.
With mid-roll ads being so new there is not much data, yet. There is speculation this might bring about more interesting content from publishers for better engagement, giving advertisers more options to promote their products or services. There is also speculation the new ads will lead to more live broadcasts, as Facebook begins to test mid-roll ads on live video. One thing is for certain – mid-roll ads are here to stay.
Have you had a chance to use mid-roll ads? What are your thoughts on the new ad placements? Reach out to me on Twitter. I would love to hear your thoughts!
Browse By Category
Making the Case for the Customer Journey as an Important Piece of the Digit...
Let’s face it. We live in a fast-paced era and work in a technology-driven industry where the ability and expectations to quickly make changes can inhibit critical thinking. In fact, when speaking to the pros of paid search, the speed at which marketers are able...
A Strategic Overview For Getting Started With Twitter Ads
Thinking about advertising on Twitter? Learn the basics for setting up a strategy for Twitter Ads including targeting, budgeting, and creatives!
Why Manual Bidding Will Slowly Ride Into The Sunset
With the recent changes in AdWords, it may be time to let manual bidding go and embrace automated bidding.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
My Summer with Hanapin Marketing
Looking for an internship program? Read about an intern's experience with client services at Hanapin Marketing!
Comparing AdWords & Real Estate: Understanding CPC Inflation
There are many surprising similarities between AdWords auctions and real estate markets. By comparing the two we’ll try and understand more about CPC inflation, effective investment strategies and where the industry could be heading.
3 Easy Landing Page Updates To Improve Quality Score
Making these easy adjustments to your PPC landing pages will positively impact quality score. A better quality score means lower CPCs!