Facebook has been testing auto-play video ads (premium video ads) in the News Feeds of U.S. users since December, but now people in Australia, Brazil, Canada, France, Germany, Japan and the United Kingdom will start to see them as well.
Facebook announced Tuesday a more international rollout of its mobile and desktop ad format, where a 15-second spot plays automatically as the user scrolls through the News Feed without sound. If a user taps the video ad, then it will show in a full-screen format with sound.
Facebook wrote about this on the Facebook for Business blog:
With Premium Video Ads, brands now have another way of engaging people on Facebook with compelling video experiences. We’ll roll out Premium Video Ads slowly and monitor how people interact with them. This limited introduction allows us to concentrate our efforts on a smaller number of advertisers with high-quality campaigns to create the best possible experience on Facebook. People can expect to begin seeing these new ads over the next few months.
Facebook also announced deeper video analytics available to marketers.
Here’s a look at the metrics dashboard that will roll out over the coming weeks for all page owners who utilize organic or paid video:
With the goal of helping you better understand how people respond to your videos on Facebook, we’re also rolling out new video metrics globally in Page Insights and Ads Reporting for all videos uploaded to Facebook. Previously, as a Page owner, you could only see how many people started watching your video. As the new metrics roll out over the coming weeks, you will also see information like video views, unique video views, the average duration of the video view and audience retention. These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook.
Readers: What do you think about this announcement?