×
You will be redirected back to your article in seconds

Facebook Sets Pre-Roll Ad Expansion, Details More Kinds of Videos That Aren’t Eligible for Monetization

Facebook says it’s expanding pre-roll video ads to more areas of the platform — and it’s also clarifying its monetization policies to spell out additional kinds of videos aren’t eligible for ads.

The company said Friday that after testing pre-roll ads for shows in Facebook Watch, it will be expanding the test to places where people seek out videos, like in search results or on a Facebook Page timeline.

Facebook also announced that it will test a show “preview” trailer ad format, aimed at helping users discover episodes in their News Feed. With that format, when a viewer taps on the trailer, a short ad will play before it presents the full episode in Facebook Watch.

As it widens the available of video ads, however, Facebook also wants to be clear that it’s going to exclude certain low-quality videos or publishers who engage in “sharing and distribution schemes” will not be eligible for ads.

Those are in addition to previous ad-eligibility guidelines it released last fall, under which Facebook won’t run ads with certain kinds of content including videos that have sexual themes; depict violent or illegal activity; contain “inappropriate language”; or misappropriate children’s characters.

“We are focused on growing payouts for creators and publishers who develop engaged and loyal audiences and are working on growing payouts for partners who develop loyal, engaged viewing,” Facebook’s VP of media partnerships Nick Grudin and product management director Maria Angelidou-Smith wrote in a blog post.

As part of “removing incentives from content that creates less value for people,” Facebook has updated its Monetization Eligibility Standards and Content Guidelines for Monetization. The enforcement of the new policies will be rolled out in phases “so content partners can adapt,” the Facebook execs said, but warned that repeated violations would result in offenders getting demonentized.

Facebook recently introduced a new “pre-publish brand safety check” tool for content partners, to verify that their videos are eligible for monetization prior to posting.

Specifically, Facebook outlined three new areas in its policy that will make videos ineligible for advertising:

  • Manufactured sharing and distribution schemes: Content partners with paid arrangements for Facebook Pages to “methodically and inorganically” share videos can no longer monetize views originating on the third-party Pages.
  • Formats unsuitable for an ad: Videos that aren’t actually video — like static images, videos with minimal movement, or content that just loops — are “not the type of content advertisers want to run ads in,” the Facebook execs wrote.
  • Limited editorialization of content: Facebook Pages that primarily distribute videos of repurposed clips from other sources — with limited value-added editorial — will not be eligible for ads. “While we will not be taking immediate enforcement action on this issue, we want to signal to content producers that this is a programming style we will more deeply evaluate over the coming weeks and months to assess what level of distribution and monetization matches the value created for people,” Grudin and Angelidou-Smith wrote.

The social platform also noted that it recently introduced a feature that automatically detects optimal placement for ad breaks within eligible videos.

Also in the blog post, Facebook provided tips on best practices for how to build an engaged and loyal audience on Watch. Those include creating an “active experience” to draw Facebook viewers into the show (it cited brain-teaser show “Riddle Me This” and ESPN’s “First Take: Your Take,” which launched in January); developing a consistent voice and format (citing Crypt TV’s Crypt MonstersDiscovery Twins, and Everything Explained); and setting a regular release schedule (e.g., Tia Mowry’s “Quick Fix,” which posts each Friday).

More Digital

  • 2019 Variety Predictions

    2019 Predictions: What's in Store for Film, TV and Music Next Year?

    It would be hard to top the drama of 2018. From media mega-mergers to the rise of Time’s Up, it was a year that had more than its fair share of twists and turns. Leslie Moonves resigned in disgrace, AT&T snapped up Time Warner, Disney inched closer to subsuming Fox and “Black Panther” shattered box [...]

  • apple brooklyn october 2018 event

    Apple Looking to Launch Magazine Subscriptions in Early 2019 (Report)

    Apple is preparing to relaunch Texture, a news subscription app it acquired in March, as a premium tier of Apple News early next year, according to a Bloomberg report. To prepare for the launch, Apple has been trying to get prominent newspapers including the New York Times and the Wall Street Journal to come on [...]

  • Tencent Music Raises $1.1 Billion for

    Tencent Music Raises $1.1 Billion for IPO, Much Less Than Expected

    China-based music streaming company Tencent Music Entertainment Group said it raised nearly $1.1 billion in its U.S. initial public offering, according to Reuters. Earlier this year, the company was expected to be valued at as much as $30 billion and raise $4 billion for its IPO, but those estimates were slashed in September. he IPO [...]

  • Netflix Orders ‘I Am Not Okay

    Netflix Orders ‘I Am Not Okay With This’ From Producers of ‘Stranger Things’

    The producers of “Stranger Things” and creator and director of “The End of the F***ing World” series are making “I Am Not Okay With This” for Netflix, a coming-of-age tale about a girl with mysterious powers. 21 Laps will make the series, which was co-created by Jonathan Entwistle, who was behind Channel 4 and Netflix show [...]

  • Netflix Logo

    Netflix’s India Content Head Swati Shetty Makes Exit

    Swati Shetty, who has headed Indian content operations at Netflix is to step down from the global streaming giant. She joined the streamer in August 2016 as director of international originals and acquisitions. The company said it is placing more emphasis on India and that the role should ideally be fulfilled form Mumbai, rather than [...]

  • Oculus Rift

    ZeniMax Agrees to Settle Facebook VR Lawsuit

    Game company ZeniMax Media said it is has agreed to settle litigation against Facebook, Oculus and individual executives alleging misappropriation of its virtual-reality technology. Terms of the settlement were not disclosed. ZeniMax sued Facebook in 2014 after Id Software co-founder John Carmack joined Oculus as chief technology officer. In the suit, which sought as much as $4 billion in damages, alleged [...]

  • Lisa Utzschneider - IAS

    IAS Taps Ex-Yahoo Sales Boss Lisa Utzschneider as CEO of Ad-Verification Firm

    Integral Ad Science (IAS), a digital ad verification company, hired Lisa Utzschneider as CEO and board member. Most recently, she was Yahoo’s chief revenue officer, exiting Yahoo with Verizon’s acquisition of the company last year. Utzschneider starts at IAS effective Jan. 7, 2019, replacing president and CEO Scott Knoll, who after eight years in the [...]

More From Our Brands

Access exclusive content