Facebook is expanding pre-roll video ads to more areas on the platform. The company is also clarifying its monetization policies giving additional detail on the kinds of videos that aren’t eligible for ads.
The company has announced that after testing pre-roll ads for shows in its video section, Facebook Watch, it will be expanding the test to other places where videos can be found, like in search results or on a Facebook Page timeline.
In addition to previous ad-eligibility guidelines released last fall that restricts ads from running on certain kinds of content — including videos that have sexual themes, depict violent or illegal activity, contain inappropriate language, or misappropriate children’s characters — Facebook will not monetize certain low-quality videos or publishers who engage in sharing and distribution schemes.
“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,” the company wrote in a blog post.
Other types of video content ineligible for monetization include:
Manufactured sharing and distribution schemes:
Content partners with paid arrangements for Pages to methodically and inorganically share videos can no longer monetize views originating on the third party Pages. According to Facebook, this behavior optimizes for distribution rather than quality and does not build deep relationships between people and content.
Formats unsuitable for an ad:
When content partners use video formats that aren’t actually video – like static or minimal movement videos or content that just loops – they are creating experiences not intended for ad break monetization, says Facebook. People do not expect to see ads in this type of content, and this is not the type of content advertisers want to run ads in.
Limited editorialization of content:
Facebook says that pages primarily distributing videos of repurposed clips from other sources with limited editorialization do not foster engaged, loyal communities in the way that Pages that produce and publish original, thematic or episodic videos do. “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,” the company wrote in the blog post.
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