Facebook tests auto-play videos, explores video ad potential
SAN FRANCISCO (REUTERS) - Facebook Inc is testing videos that play automatically on mobile versions of its service, setting the stage to turn the 1.15 billion-member social network into an attractive venue for lucrative, television-like video ads.
The videos will be silent when they appear in a Facebook user's newsfeed, but expand and play the audio when clicked, the company said in a post on its official blog on Thursday.
Only videos posted to Facebook by individual users, celebrities or musicians will have the auto-play function during the test, Facebook said. But it noted that it would "explore how to bring this to marketers in the future".
The test, which involves a small group of United States users, is likely to ratchet up expectations for Facebook video ads.