Facebook has formally announced launching 15-second auto play video ads, which will start playing without sound as they appear on screen. The ad will stop as soon you scroll past. To watch the video, you need to tap the video, which then expands into full screen. According to Facebook, users will start to see these new ads “over the next few months”. 

Facebook has been long rumoured to be working on “video ads”. According to reports, the social networking giant has already tied up with several brands including the likes of Coca Cola, Ford, and American Express for auto-play video ads. The new video ads are part of Facebook’s consistent efforts to explore more options to generate revenue. Facebook says it will ensure video ads that appear on the website “are as good as other content people see in their News Feeds.”

Facebook has also tied up with Ace Metrix.  “Ace Metrix will allow us to objectively measure the creative quality of the video in the Facebook environment, and highlight performance indicators for advertisers such as watchability, meaningfulness and emotional resonance. We’re taking this step in order to maintain high-quality ads on Facebook and help advertisers understand what’s working to maximize their return on investment,” says Facebook in a post.