Facebook to Lift Longtime Ban on Pre-Roll Ads

By glsoane@adage.com (Garett Sloane)


Facebook plans to test video ads at the start of Watch shows, according to advertisers who are familiar with the social network’s strategy, exploring what would be a significant shift.

Facebook has long resisted the pre-roll format because of its reputation for annoying viewers who are trying to get to their desired content. For years, CEO Mark Zuckerberg even banned “pre-roll” from Facebook’s advertising vernacular.

“We don’t need to do pre-roll because our model is not one where you come to Facebook to watch one piece of content, you come to look at a feed,” Zuckerberg said on a conference call with investors in late July.

Facebook plans to test video ads at the start of Watch shows, according to advertisers who are familiar with the social network’s strategy, exploring what would be a significant shift.

Facebook has long resisted the pre-roll format because of its reputation for annoying viewers who are trying to get to their desired content. For years, CEO Mark Zuckerberg even banned “pre-roll” from Facebook’s advertising vernacular.

“We don’t need to do pre-roll because our model is not one where you come to Facebook to watch one piece of content, you come to look at a feed,” Zuckerberg said on a conference call with investors in late July.

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Source:: Advertising Age Digital

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