Facebook has taken a step closer to video ads as it launches a trial of auto-playing videos.
The company flagged the trial yesterday. Content from advertisers and brands is not initially included but the function is set to roll out in future offering marketers the opportunity to place auto-playing branded content within users' feeds.
Videos from bands, musicians and individuals will be the first to auto-play. Content will only play with sound when the video is clicked on and users can scroll past auto-playing content if they don't want to watch.
The trial, which launches next week to a small group of Facebook mobile users, will roll out to more users “over time” said the firm.
In a blog post, Facebook product manager Kelly Mayes said: “We’re starting to test an easier way to watch videos on Facebook. Now when you see a video in News Feed, it comes to life and starts playing.
“At first, this feature will be limited to videos posted by individuals, musicians, and bands. We’re doing this to make sure we create the best possible experience. Over time, we’ll continue to explore how to bring this to marketers in the future.”
Facebook recently appointed Channel Nine commercial manager Karren Fisher to oversee strategic partner development and sell video ad products to advertisers in Australia.
Reports of the launch of video ads in Facebook have been rife since last year. Then, earlier this year, Bloomberg suggested that the launch was getting closer and that Facebook planned to sell video ads for up to US$2.5m a day. The company though is yet to make an announcement on video ads and while some commentators expect them to launch ahead of Christmas, nothing is certain.
Facebook introduced 15-second video clips to Instagram in June, shortly after Twitter added video in the form of its Vine app.
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