As part of its Journalism Project, and in response to ongoing conversations with publishers, Facebook has announced that it will be updating its Instant Articles feature in order to grant publishers more flexibility and monetisation control.
Ever since Instant Articles were opened up to all last year, Facebook has made a series of updates to the monetisation options within the feature in order to offer better flexibility for advertisers, but also for publishers themselves. This latest change, announced last week, is an improvement to Automatic Ads Placement, and allows content publishers to manually insert adverts into Instant Articles more frequently, From this week, publishers will be able to opt for automatic placement every 250, 300 or 500 words.
Facebook Product Manager, Harshit Agarwal, explained in a recent Facebook Media blog post:
[quote]Over the past year we’ve made a series of updates to monetization options in Instant Articles, in order to make the program a valuable part of publishers’ businesses. However, monetization solutions are not one size fits all. Publishers have told us that different ads experiences, particularly the number of ads in an article, may be right for different audiences or pieces of content.[/quote]
Monetisation of Instant Articles isn’t a one-size-fits-all kind of deal. Different publishers have different audiences, and different advertisers. Everyone’s needs are different. And over time, Facebook has repeatedly taken steps to explore more options that will enable publishers to have even greater flexibility over ad placements, allowing them to better leverage Instant Articles, and to drive revenue even further.
The monetisation of news content has been a hot topic of debate for years in journalism, and it seems that moves like this from Facebook will further help the industry to provide better and more relevant ad experiences for users. To find out more about this update or the monetisation possibilities of Instant Articles, you can visit the documentation here.
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