Although Christmas and Hanukkah are behind us, Facebook still has a special gift in store for advertisers.
Yes, the social giant is reportedly readying a mid-roll ad format, which will give brands the opportunity to reach video viewers, midstream.
Shortly, select viewers should start seeing ads about 20 seconds into videos they find on Facebook, Recode reports, citing sources.
As for the publishers providing the content, Facebook is expected to give them 55% of the mid-roll ad revenue -- the same share presently offered by Google’s YouTube unit.
More broadly, the social giant continues to push forward with its video ambitions.
Last month, its popular Instagram unit added live video to its existing app. In October, meanwhile, it even launched a major ad campaign for Facebook Live.
More broadly, as Facebook CEO Mark Zuckerberg said on a recent earnings call: “We’re putting video first."
And, it’s no secret what Zuckerberg sees in video. Worldwide, revenue from mobile video will reach $25 billion by 2021, according to the research firm.