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Facebook Testing Real-time Ads to Push Live Streams

Alex Spencer

Facebook LiveWith outdoor and TV campaigns promoting Facebook Live, and yesterday's launch of live video in Instagram, Facebook is making a concerted effort to push live streaming at the moment – and now it is reportedly working on a new way to promote individual streams in the moment.

The social giant has started testing real-time ads for brands and publishers making use of Facebook Live, according to Digiday.

Rather than promoting Live content before the broadcast starts, or pushing the recording once it's over, these ads will appear in newsfeeds while the broadcast is actually ongoing – vital for the 'live' element of these streams to grab sizeable audiences.

The report was based on information shared by social media agency Movement Strategy, but Facebook has since confirmed that it is indeed “running a small test” of the real-time ads.