Facebook is adding more ad breaks to live and on-demand videos. The new mid-roll ads have been tested with select partners for a little while and now they're launching more widely. As an incentive to use the platform, Facebook is giving publishers a 55% cut of revenue.
The ads can appear in a video after at least 20 seconds has passed. That minimum requirement changes to two minutes for longer videos.
As Facebook increases the importance of on-demand and to a lesser extent live video on the platform, the company plans to focus on ad-sharing as a monetization model.
In the case of live video, publishers can insert 20-second breaks as long as they have over 2,000 followers and have reached over 300 viewers in a recent broadcast. Streamers will be notified when they can insert an ad.