Facebook expands test for in-stream ads on Live

Facebook is expanding its test of in-stream ads in Facebook Live to more categories. The test is designed to help evaluate whether or not the ad format is effective before rolling it out more broadly.

For now, Facebook is piloting in-stream ads with only a select number of publishers. The experiment will help determine if content creators are able to successfully monetize their live video streams with in-stream ads.

How does it work?  When watching Live content from a creator included in the test, viewers might see a range of ad formats, including:

  • A pre-roll ad that runs before the live stream
  • An image ad that appears below the live stream
  • A mid-roll ad that plays in the main video player during the live stream while the broadcast continues playing in a shrunken window

Why it’s important:

With quarantine, Live videos on social media have boomed. We believe this format will continue to be developed in the coming months.

Up until now, Facebook has been testing the new in-stream product exclusively with gaming developers in Live. Now that it’s rolling out to more verticals (entertainment, news, and sports), this is a perspective for advertisers to have access to more impressions within live creative content vs more classical videos. Watch out regarding brand safety! Users will be able to choose to exclude ads from appearing in Live content