Why Facebook Live Doesn’t Make Sense for Advertisers

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With Facebook announcing mid-roll ads for Facebook Live, the social network is showing a startling disconnect with how much consumer engagement has changed.

Essentially, the concept strives to resurrect the 20th-century TV broadcasting model within the context of a 21st-century social network. Having just recently started testing mid-roll ads, Facebook Live wagers that viewers who log onto the site to see photos and updates from family and friends will not only want to watch live broadcasts — but will also stay tuned for the ads that scroll in the midst of the live programming.

Here’s why it doesn’t translate.

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