The world of social media might be changing yet again, only this time, it won’t be some new user function or a new venture into social connections.
Instead, it’s being reported by two different sources that Facebook and Twitter are deepening their revenue stream with video advertising–a medium far more lucrative than simple plain text ads Google is known for or even animated banner ads.
As early as this summer, Facebook will begin publishing video ads, though at this point, the exact format is not yet settled upon. “While the format of the units isn’t totally nailed down, it’s widely assumed that they’ll be autoplay and presented in a video player that expands beyond the main news-feed real estate to cover the right- and left-hand rails of users’ screens on the desktop version of Facebook,” according to a report by Ad Age.
The autoplay feature is the most notable part of the statement, because it means users won’t be able to control the video advertisements, a worn-out trend that web designers have steadily shied away from in the past few years. That’s odd, considering Facebook just added a new user mood option.
Twitter is also reported to be stepping into the video ad revenue stream, while cutting software ties with Facebook, mainly because of the microblog’s purchase of Bluefin Labs for $70 million in February. The move was seen as a smart one, being praised, “the deal will give Twitter some research firepower to sell TV trends and conversations to brands,” wrote Ad Age.
In Twitter’s case, the video business would be a bit different, as the social site has reportedly been in talks with Comcast Corp and NBC Universal about streaming partnerships in which revenues would be split. This isn’t surprising, considering the Neilsen research and ratings company released a June 2012 report which stated that about 33 percent of users tweeted messages pertaining to something they viewed on television.
Facebook is believed to sell four slots daily, with each slot targeting a single, large demographic: women 30 and over, women 29 and under, men 30 and over and men 29 and under. The price, $1 million.