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Will Facebook’s new mid-roll video ads piss off users, please marketers?

(MARKETING NEWS) Advertisers and marketing departments, start your engines. The race to master the mid-roll video ad starts now.

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facebook mid-roll ads

Pardon the interruption

We probably should have seen this coming. Recode broke news that Facebook is planning to introduce mid-video ads, with revenue shared with publishers. Given the effort Facebook has put into building a video empire over the past few years, the new “mid-roll” ad format is a natural way to monetize the 100 million hours per day that are watched on the site.

Not everyone can be Tasty

Currently, despite big efforts from several publishers to build up video audiences, most publishers have seen little or no ad revenue from the clips they show on Facebook. Last year, Facebook allowed publishers to create videos sponsored by advertisers, but this is the first step to integrate traditional ads into Facebook hosted video. Some publishers, such as Buzzfeed’s Tasty platform, have found great success (and probably great profit) from sponsored videos.

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However, Facebook had yet to introduce a permanent way for smaller publishers to bring in revenue from their videos. With the introduction of mid-roll ads, Facebook may soon start seeing more Youtube-like publishers finding success from ad revenue on popular videos. While mid-roll ads were tested in live video last year, the announcement to integrate these ads into all video, not just live, makes Facebook video a much more investable channel.

A win-win sitation

Initial reports indicate that mid-roll ads will only appear in videos longer than 90-seconds, and must appear after the 20-second mark of a video. While revenue is becoming more possible for publishers, high quality content that viewers stick around for is necessary for the ads to be financially rewarding. Marketing Land also reported that the ads will be limited to 15 seconds.

The introduction of mid-roll ads also helps Facebook by encouraging publishers to create longer, more engaging content to share on the site.

By incentivizing longer videos from publishers, Facebook is introducing new ways to increase the amount of time users spend on the site or app.

Initial reactions from publishers have been positive, although there is some uneasiness that engagement could drop if viewers are interrupted by an ad early in a video. It also gives marketers a new way to reach Facebook’s huge audience, likely capturing more attention that ads in news feeds or Facebook’s sidebar may get.

Ultimately, common sense suggests that if a viewer has watched 20-seconds of a video, Facebook is betting they will stick around for a short ad too in order to watch the remainder of the video. So, marketers, start your engines. The race to master the mid-video ad starts now.

#MidRollAd

Brian is a staff writer at The American Genius who lives in Brooklyn, New York. He is a graduate of Washington University in St. Louis, and majored in American Culture Studies and Writing. Originally from California, Brian has a podcast, "Revolves Around Me," and enjoys public transportation, bicycles, the beach.

Business Marketing

10 podcasts that every business owner should hear

(MARKETING) If you’re a business and want to learn something, give one of (or all of) these ten podcasts a listen.

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headphones listen podcasts

So many choices, so little time

As podcasts grow more and more popular, it has become increasingly difficult to sort through the sea of excellent options out there.

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From interviews with business leaders to industry specific advice from experts, podcasts are an incredible free and convenient way to get a small dose of inspiration and knowledge.

Business podcasts for your listening enojoyment

This short list offers just a taste of the myriad of business podcasts available. Whether you’re an aspiring entrepreneur looking for some tips on breaking into a new industry or a seasoned vet hoping to get some new inspiration, we hope you’ll find something here worth listening to.

How I Built This, hosted by Guy Raz.

Podcast fans will recognize Guy Raz’s name (and voice) from TED Radio Hour. While that show can be a great source of inspiration for businesses, one of the most consistently inspiring shows is his new project that shares stories and insight from some of the biggest business leaders in the world. In just four months, Guy has talked to everyone from Richard Branson and Mark Cuban to L.A. Reid and Suroosh Alvi. While there are plenty of excellent interview-driven shows with entrepreneurs, if you want to hear about the world’s best known companies, this is your best bet.

The Art of Charm, hosted by Jordan and AJ Harbinger.

The Art of Charm is a business podcast by definition, but the advice it provides will definitely help you in other parts of your day-to-day life as well. With over three million listens a month, the incredibly populat show provides advice, strategies and insight into how to network effectively and advance your career and personal life.

StartUp, hosted by Alex Blumberg and Lisa Chow.

If you’re an entrepreneur, there is no excuse not to be listening to StartUp, the award-winning business podcast from Gimlet Media. The show’s talented hosts come from incredible radio shows like Planet Money and This American Life and bring a top-notch level of storytelling to the show, which provides behind the scenes looks at what it is actually like to start a company. Now on the fourth season, StartUp is one of those business podcasts that even people not interested in business will get a kick out of.

The Whole Whale Podcast, hosted by George Weiner.

One of the best things about podcasts is the wide variety of niche shows available that go in-depth into fascinating topics. One of those shows is the Whole Whale Podcast, which shares stories about data and technology in the non-profit sector. You’ll get detailed analysis, expert knowledge and can hear from a long list of social impact leaders from Greenpeace, Change.org, Kiva, Teach For America and more.

Social Pros Podcast, hosted by Jay Baer and Adam Brown.

Navigating the surplus of social media guides online can be a nightmare, so look no further thna Social Pros. Recent episodes talk about reaching college students on social media, the rise of messaging apps, and making better video content for Facebook. Plus, there are great case-studies with companies doing social right, like Kellogg’s, Coca Cola and Lenscrafters.

Entrepreneur on Fire, hosted by John Lee Dumas.

One of the original entrepreneurship shows, Entrepreneur on Fire has logged over 1,500 episodes with successful business leaders sharing tips, lessons and advice learned from their worst entrepreneurial moments. Sometimes humorous, sometimes heartbreaking, always inspiring, this show is sure to have at least one interview with someone you can learn from.

The $100 MBA, hosted by Omar Zenhom.

Think of The $100 MBA as a full-fledged business program in snack-sized portions. The daily ten minute business lessons are based on real world applications and cover everything from marketing to techology and more. Cue this show up on your commute to or from work and watch your knowledge grow.

This Week in Startups, hosted by Jason Calacanis.

This is your audio version of TechCrunch, Gizmodo or dare we say The American Genius. Each week, a guest entrepreneur joins the show to talk about what is happening in tech right now. You’ll get news about companies with buzz, updates on big tech news and even some insider gossip.

The Side Hustle Show, hosted by Nick Loper.

This is the show if you want answers for the big question so many entrepreneurs face. How do I turn my part-time hustle into a real job? Featuring topics such as passive income ideas, niche sites, and self-publishing, host Nick Loper is upfront and honest about the tough world of side hustles. The show features actionable tips and an engaging energy, and may just be that final push you need to grow your gig.

Back To Work, hosted by Merlin Mann and Dan Benjamin.
Focused on the basics that you don’t think about, Back To Work looks deep into our working lives by analyzing things like workflow, email habits and personal motivation. Somewhere between self-help and business advice, Back To Work takes on a new topic relating to productivity each week.

#LearnSomething

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Business Marketing

A personalized daily digital marketing checklist

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

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clearpath digital marketing

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website.

If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

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Business Marketing

How right and left brain thinkers market differently

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There is a long held belief supported by neurological data that personality traits and how a person analyzes information depends highly on whether they are right- or left-brained thinkers. The right brain is creative and the left side is logical and people are typically wired to lean more strongly toward one or the other. Using data from the Daily Telegraph and Razorfish, Marketo created an infographic dissecting how marketing campaigns differ depending on the marketer.

“In marketing, there is a similar divide between emotion-based, artistic marketing and value-based, practical marketing. The marketers who design these ads can be considered lef-or right-brain thinkers,” Marketo notes.

If you are a marketer, the type of thinker you are guides the campaigns you design, or as a business owner, the following will help you to understand where your marketers are coming from. Which type of marketing are you more in line with – left brain inspired marketing or right brain inspired marketing?

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