How Facebook Helps Publishers with Content Monetization

Following on the heels of building an ecosystem around video, Facebook is soon to replicate its own version of Google's YouTube unit. The social media giant will be addressing publisher concerns by helping them with content monetization, an area where journalism is steadily feeling axed after digital takeovers. As Google implements strict content guidelines and removes fake news sites from its AdSense, publishers are turning to Snap Inc and Facebook to reward them with digital ad dollars for hosting their content with them.Moving ahead with its aggressive video monetization strategy, Facebook plans to begin inserting ads into publisher partners’ fare.

Facebook is set to announce the introduction of ads within videos for its participating publishers, employing a variation of Google's "In Market Segment" methodology to target ads on viewers that have shown interest in a specific product category. Publishers are set to earn up to 50% of the revenue Facebook makes from the ads placed within the videos created. Google's YouTube unit currently offers publishers 55% returns.

In a blog posted today, Facebook's VP of Publisher Solutions, Brian Boland noted the intent for content monetization, stating that “We want to help our partners monetize their premium video content, both on Facebook and on their own Web sites and apps.” 

A full guide on getting started with Facebook's Ad Breaks is available here.

In the wake of opening itself to third party auditing, Facebook has shifted its narrative & claims pertaining to live video. The announcement for Ad Breaks comes on the heels of a roll back on emphasizing live video. Our clients in the publishing space have informed us that Facebook is not pushing them for live video as often as it used to, rephrasing the conversation for longer form video content that is professionally produced.

We have also learned from another client that Facebook has reached out to television and media companies about the possibilities of licensing content via their own shows. College Humor's Ricky Van Veen is purportedly the lead on these discussions and its making Netflix and its counterparts nervous. So not only does Facebook want to be the medium by which we see but also the creator as well. This could spell problems down the line if Facebook chooses to compete on content with its publishing partners. 

It has the audience and it has shared what the algorithm will reward. Now brands and media companies must band together to create content that seamlessly integrates with the online experience.