Facebook announces premium auto-play video ads for mobile

Screen Shot 2014-03-13 at 11.52.39 AM

Auto-play video ads are making their way to the mobile News Feed. Facebook on Thursday announced that a select group of advertisers will have access to premium video ads on mobile, which will play automatically without sound. The user can then tap the ad to play sound and see the video in full-screen mode.

Each ad will last 15 seconds and will stop if scrolled past.

This may not happen immediately — Facebook notes that these video ads will be rolled out slowly over the next few months. Facebook will also be keeping close tabs on how users interact with these auto-play video ads. Facebook has been testing auto-play video ads already on desktop and auto-play it is a key video feature of Facebook’s popular photo and video-sharing app Instagram. Previously, Facebook ad tested auto-play video ads on mobile with the movie Divergent, but now a few more advertisers will have access to this.

Facebook announced this ad unit in a blog post:

Premium Video Ads are bought and measured in a way that’s similar to how advertisers already buy and measure ads on TV. The ads are bought based on Targeted Gross Rating Points to reach a specific audience over a short period of time. Delivery is measured by an independent third party, Nielsen Online Campaign Ratings (OCR), and advertisers only pay based on what Nielsen OCR measures.

To make sure Premium Video Ads are as good as other content people see in their News Feeds, we’re working with a company called Ace Metrix to help us review and assess how engaging the creative is for each ad — before it appears on Facebook. 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.

Readers: What do you think?

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