That’s why Facebook’s initial video ad product for video publishers, mid-roll ads that appear after 20 seconds, has been mostly a flop.

Watch has only been out for a month.

Early results are promising in one sense.

According to Sahil’s reporting, average view times have gone up from 16.3 seconds to 23 seconds.

But then, you start thinking about how Facebook wants to challenge TV.

TV execs aren’t exactly shaking in their boots about Facebook getting people to sit still for over a minute when TV does the same over an hour.

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