Spurred by the early success of Meerkat and Periscope, in April, Facebook launched Live, its own live-streaming feature.
Reportedly, Facebook CEO Mark Zuckerberg is “obsessed” with live-streaming and believes Live is critical to his company’s future.
With that in mind, it’s probably not a coincidence that he personally announced Live’s launch, writing, “Live is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world. When you interact live, you feel connected in a more personal way. This is a big shift in how we communicate, and it’s going to create new opportunities for people to come together.”
While Facebook’s billion-user plus audience gives any new product it launches a good shot at success, Facebook didn’t want to leave anything to chance, and has reportedly. invested tens of millions of dollars luring publishers and celebrities to Live.
Now that it has some traction, it’s no surprise that Facebook has started testing mid-roll ads in Live streams. Per AdAge:
The ads are eligible to appear five minutes into a broadcast, and they last up to 15 seconds or shorter, according to one agency executive, who has discussed the ads with Facebook.
Facebook told advertisers that the video ads would be drawn from among promoted video campaigns already running on the platform, but some brands could opt out of having their ads appear during live broadcasts, the source said. “We wanted to opt out immediately, because there was no reporting on how well it does and you don’t have control over where the commercial shows up,” the agency executive said.
Facebook isn’t alone in trying to capitalize on live-streaming. Its rival, Twitter, is taking a slightly different approach by purchasing the rights to live stream professional sporting events. Its deal with the NFL to stream Thursday night football games is said to have the potential to generate more than $50 million in ad revenue.
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