Facebook Rolling Out Video Ads to News Feeds

Social network gives brands four demographics to target with 15-second spots

Facebook will roll out video ads onto users' news feeds as soon as July, The Financial Times reported. The number-one social media company—which just joined the Fortune 500—is launching video ads in a bid to capture some share of TV advertising revenues.

Brands on Facebook's Client Council—including American Express, Unilever, Ford, Coca-Cola and Diageo—are expected to participate in video ad testing. Facebook will reportedly allow advertisers to choose to target one of four demographics.

The 15-second ads will likely be autoplay and mute by default, allowing users to activate the sound if they wish. The ads will splay out of the news feed, encroaching onto the sides of the browser on the desktop version of Facebook.

Because the ads will only be 15 seconds long, agencies must decide whether they want to trim 30-second spots or make entirely new content for Facebook.