In an effort to reach users by alternative means, Facebook has unveiled video advertisements to play in a user’s News Feed, set to launch Thursday.
The ads are set to start appearing Thursday for web and mobile devices, and will play automatically – though sound may be toggled on and off by the user. Exact length is unknown, but it’s been speculated ads will play for 15 seconds.
“This week, we’re starting to test this richer storytelling format for advertisers,” the social media giant said in a blog post. “From launching new products to shifting brand sentiment, this video format is ideal for marketers who are looking to make a large-scale impact, and for people who will discover more great content in their News Feeds.”
An initial advert will be in conjunction with Summit Entertainment and Mindshare to promote a series of videos for an upcoming film, Divergent.
Videos will play directly in the News Feed, and can be expanded to full-screen. Following a video’s conclusion, recommended videos will appear so the user has the opportunity to discover additional content. Videos also download in advance when one’s device is connected to wi-fi, so no data will be consumed if a user is not connected to wi-fi.
“This format isn’t intended for every video ad or Page post video on Facebook; it meets specific needs for certain marketers with certain objectives,” the post said. “We’ll continue to refine this new way for brands to tell stories on Facebook to ensure the best experience for people and marketers.”
Video advertising originally was set to roll out over the summer, but Facebook kept postponing the launch, as some advertisers were concerned over alienating and annoying users.
