Video ads come to Facebook

15-second ads will play automatically in users' feeds.

An assortment of video ads will soon start appearing in Facebook users' feeds as the company grasps at a larger slice of the lucrative TV advertising market.

The ads will be 15 seconds long, similar to the length of some television commercials, and will begin appearing in the next few months. The ads will play without sound as users scroll past them, but will expand into a full-screen view with sound if they are clicked on. The ads will run on desktops and mobile devices.

Facebook will work with a select group of U.S. advertisers on the program, which it calls "premium video ads." The ramp up follows some earlier tests of the ads that began late last year.

Facebook will roll out the ads slowly as it monitors how users interact with them, the company said. The social media company is working with Ace Metrix, a TV advertising analytics company, to assess each ad before it appears on Facebook's site.

"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," Facebook said in its announcement.

With more than 1.2 billion monthly active users, Facebook hopes to give marketers a way to reach a massive number of people on its site. Facebook will provide targeting capabilities, so that advertisers can target specific groups, for instance, by gender or age.

The ads, Facebook said, are bought and measured in a way that's similar to how advertisers already buy and measure ads on TV. They will be designed, Facebook said, to reach a specific audience over a short period of time and their impact will be measured by Nielsen.

The rollout comes as revenue from digital advertising trails behind TV advertising. But the gap could shrink over time. In a recent report, Nielsen said integration between online and TV video ad markets is real and accelerating.

Facebook didn't say how much its video ads would cost advertisers in total, though a report in Bloomberg cited a range of US$1 million to $2.5 million a day.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

For marketers, data is the customer

In this cluttered environment, effective marketing is all about the delivery of relevant, personal content where and when a customer is most likely to engage with it. However, only 21 per cent of marketers currently believe they’re achieving this. Why?

Corinne Sklar

Global CMO, Bluewolf

An analyst, a creative and a technologist all walk into a bar…

It’s time to get rid of departmental silos. Not just talk about it. Do it.

The hidden cost of organisation silos

How do you design and deliver exceptional customer experience in an organisation that still behaves in functional silos?

Graham Winter

Australian psychologist and author

Awesome piece Brad. Agree strongly on the "lack of available talent to operate them"

Chris Brinkworth

How to choose a customer experience management platform

Read more

Interesting article Nadia, Beacon technology helps the advertisers to provide more accurate location based relevant advertisements on to ...

Bfonics Global

Adshel to deploy beacon technology across outdoor advertising panels nationally

Read more

Tell a story for me in this great article is the most important for me. It ties in with the company events, product evolution and how to ...

Hitesh Parekh

What Marvel Comics has taught us about marketing

Read more

I do not get it...?Why would anyone pay extra for something they can make (copy the ingredients as listed for a mogul) themselves using ...

Girl Downunder

Domino’s Pizza Mogul puts product creation and marketing in consumers’ hands

Read more

eHarmony, is a 15 years old obsolete site and a HOAX, based on a big scientific fraud, only sustained by big marketing budget.The normati...


How eHarmony’s date with data has lifted customer conversions

Read more

Latest Podcast

More podcasts

Sign in