Facebook began running a small test of skippable mid-roll in-stream video ads Friday.
Ads in the test enable viewers to skip in-stream video ads after five seconds.
Facebook said that during the first five seconds, an inactive skip button and countdown timer will appear, and once five seconds have passed, the button will turn opaque, giving viewers the option of skipping the ad and resuming the video they were watching.
Mid-roll videos of 10 to 15 seconds will be eligible for the test, including existing ads, and all objectives and optimizations currently available for in-stream placements are supported.
Mid-roll ads are the only type involved in the test.
A Facebook spokesperson said, “We’re testing skippable mid-roll in-stream ads and evaluating whether these ads are beneficial for people and businesses before deciding whether to expand it further.”