The Content Imperative
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Jennifer Warren
Client Partner

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Entertainment & Media

Facebook mid-roll ads: What it means for you!

| 29 March 2017

You may have heard about Facebook currently beta testing mid-roll ads in videos and Live videos in the US, but what will this mean for brands and video publishers?

What are mid-roll ads?

Mid-roll ads are ads that will show in the middle of videos and Live videos. CEO Mark Zuckerberg has always been opposed to pre-roll ads (Recode, 2017), which are fairly standard across the industry with the likes of YouTube and hopes that mid-roll ads will be less disruptive for viewers.

In-stream video ads

Inevitably, mid-roll ads will change the way videos are produced. 

Brands and producers will have to consider how to build suspense in order to sustain interest in their content throughout the ad breaks to keep viewers watching and maintain engagement levels. Publishers of standard videos might use the first twenty seconds to tease the remainder of the video.

The videos eligible for in-stream ads will be a minimum of 90 seconds long, which will incentivise publishers to lengthen videos that they post to this platform. In-stream ads can begin after a video has run for 20 seconds or longer, and if multiple ads are shown they need to be at least two minutes apart.

Live video ad-breaks

Ad-breaks will be an option for creators of Live videos, which are what the name suggests - short breaks for ads during their Live videos. When a broadcaster chooses to take an ad break, people watching the video will see an in-stream ad of up to 15 seconds in length.

The criteria for Live ads are as follows:

- The broadcaster or brand will need to have at least 2,000 followers

- Videos need to be Live for at least 4 minutes before they can take an ad-break

- The stream must have at least 300 concurrent viewers

- Additional ad-breaks can be taken after a minimum of five minutes between each break

The broadcaster of a Live video will earn a share of the resulting ad revenue. They will keep 55% of the revenue and Facebook will retain 45% (The Drum, 2017).

Mid-roll thoughts

Video has become a battleground for the key social media platforms, from Facebook to YouTube to Snapchat, on the chase for more professional content. Video is a key revenue maker for these channels, so Facebook introducing mid-roll ads comes as no surprise.

These ads will open up new prospects for advertisers, but will pose a challenge for video creations. They will need to produce native ads that don’t affect and interfere with the user’s experience and ultimately disengage the audience entirely.

Advertisers and broadcasters will need to be more creative with their video content in order to compete with their rivals, and get a claim of the video content revenue. Along with this, content will need to be distributed at regular intervals in order to keep viewers engaged and attain results.

Knowing how to truly succeed with Facebook’s new ad format and Live-ads requires an understanding of the past and insight into the future. Currently, there is no set date as to when mid-roll ads and ad-breaks will go live in the UK.

To learn more about getting started with Live video ad-breaks, click here. 




We have a wealth of experience in the Entertainment & Media sector.

Entertainment & Media

We have worked with Activision on numerous releases of the Call of Duty and Guitar Hero franchises. From organising a livestreams, to pan-European community management and influencer outreach, engaging with gaming fans is what we love.


From bringing Strictly into social years ago, to educating the BBC on emerging platforms, we enjoy using our innovative thinking to help the broadcaster ensure their marketing is always at the forefront of the industry.



Supporting Paramount Pictures on the marketing of their new releases is something we've been doing for almost 10 years. We have created content and seeded this out in big-reach channels for a huge variety of films.


Creative influencer outreach activity was at the heart of our launch support for various Universal film releases. Engaging bloggers and Twitter influencers we were able to increase social conversation in the lead up to launches.


Everyone loves a good bit of TV and we had great fun working with UKTV, engaging influencers and distributing content to launch a variety of new channels and shows.


We worked with Nintendo to support the launch of its Animal Crossing: Happy Home Designer game. We identified insights around channels, conversation topics and ad spend results, allowing us to provide actionable recommendations.

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