Facebook is all set to launch video ads in the news feed in the first half of 2013 according to a report by Ad age. The inside story comes from several industry executives who have been aware of the social network’s plans from the past few weeks.
These Facebook video ads can be chosen to display on the desktop website as well as Facebook’s app for mobile and tablets. The video length will be capped around 15 seconds.
As as the duration of the Facebook video ads is different from the standard 30 sec Television Commercial, advertisers will have to generate new content for Facebook to target relevant demographics as per the advertising scale.
Some of the videos may have an “auto play” feature. This is where the video automatically begins to trigger when visible to the user. The audio component is still up for discussion whether it would automatically be activated as well.
On desktops, the video ads will attract the user’s attention by ascending out of the news feed in the left and right hand columns of the screen. Facebook is also working on a way to ensure the video ads grab users' attention on mobile apps too.
Facebook users could react to the auto play video ads probably with a serious outrage, and there are serious concerns about a potential backlash.
The report says
At the top of the list of concerns is the autoplay function, which is often viewed as intrusive and sometimes as a source of fraud in the video-ad market, when autoplay ads count toward a view even if someone isn't watching them.
Additionally, some of those interviewed said they are concerned that Facebook visitors will quickly become tired of ads from advertisers with which they or their friends have no relationship, even if advertisers tailor the ads based on information in a person's profile.
Video ads are already being served to users who have liked a company's page. The new ads, could be targeted at anyone.
Facebook has not yet acquainted on how they will be charging for the video advertisements. However, video ads are usually priced higher than other forms of Internet advertising.
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