Facebook Live is now receiving ad support

Facebook's live video platform is soon to integrate short adverts with a "small group of publishers" taking part in initial trials. The video ads can only appear five minutes after the start of a broadcast and not before, according to Advertising Age's source, and are to be 15 seconds or less in length.

If the system graduates from testing, video ads shown on Facebook Live will be taken from the pool of adverts already on the Facebook platform, though brands are able to opt out. According to the report, Facebook has even been paying publishers and Web celebs to start streaming. The payments were seen as necessary because the platform does not have a mature ad-model for videos that it could share with its partners, who lacked the proper financial incentive to come on board.