Facebook launches auto-play video ads

Facebook's long-awaited and, for many, long-feared auto-play video ads have been launched, Mashable reported.


The company announced Tuesday morning that it's testing such ads in the News Feed with a handful of advertisers. Among those are


Summit Entertainment's Divergent, a film set for a March release. The ad for that film, and the other video ads, runs without sound unless it is tapped, in which case a user can also expand it to full screen. At the end of auto-play video, a carousel appears where two additional videos can be clicked on.


In a blog post, Facebook also notes that videos seen on mobile will have been downloaded in advance via a Wi-Fi connection — when available — not to affect data plans.


Facebook has offered video ads for some time. However, the auto-play feature is new. The company paved the way for them by allowing auto-play video in the News Feed last week. The new unit has been rumored since last year and was originally supposed to appear in summer 2013, but was pushed back a few times. Prices for a 15-second auto-play video ad are said to range from $1 million to $2.5 million.