The Facebook logo is displayed on a computer screen in Brussels,
IN PHOTO: According to Facebook, the company has 204 million regular customers each month in the U.S. REUTERS

In an attempt to dent YouTube’s dominance in the digital video segment, Facebook has announced that it will share 55 per cent of its ad revenue with video content creators, according to reports.

According to Re/Code, the social media giant is offering video creators, namely, NBA, Fox Sports and Funny or Die a chunk of its revenue earned through ads that are sold beside their videos beginning this fall. The new scheme is also one of the ways to satisfy the unhappy marketers who had resented Facebook’s previous approach, reports Tech Times.

Previously, Facebook used to charge advertisers as soon as the advertisements appeared on the users’ screens and in order to try out something better for its advertisers, Facebook came up with the 10-second option, which offered advertisers the option to pay for video ads only after these ads were viewed for 10 seconds, as per the Tech Times report.

YouTube also offers the same revenue split to lure content creators. It offers 55 percent to its video creators and the remaining 45 percent stays with the platform, report Re/Code. But Facebook pitches that advertisers can find more viewers for their videos as the social media will directly show videos to the audience without letting people hunt for it. “A lot of [our partners] have said this will be a big motivation to start publishing a lot more video content to Facebook,” the Re/Code report quoted Dan Rose, Facebook’s VP of partnerships, as saying.

By focusing on video ads, Facebook attempts to lure both video creators and social media users away from YouTube. Now that Facebook is offering 55 per cent of the revenue to the video creators, the company aims to become an attractive platform for the video creators, as per the Tech Times report.

One of the concerns for Facebook is to find out a way to accurately measure ads on its platform. The company is in discussions with Media Rating Council, an industry body that establishes measurement standards in popular media and third-party companies such as Nielsen for determining accurate video measurement on mobile.

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