Facebook tests 10-second video views and monetization
The new option is considerably longer than the current policy which sees advertisers charged for video ads that users have scrolled past as they came into view or viewed very briefly on their newsfeed.
Facebook is tweaking signals like whether users unmute a video and play time. The 10-second threshold should enable Facebook to sell inventory at higher prices as advertisers are assured that consumers are paying attention – or at least 10 seconds of attention.
The social network is also to begin revenue-sharing with selected video creators. The revenue-sharing will work along similar lines to that already offered by YouTube. The revenue split will be 55% to the video creator and 45% to Facebook.
“Partners say they’d publish a lot more if they could get benefit of distribution but also make money,” said Facebook vice president of partnerships, Dan Rose.
