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Facebook’s auto-play video ads will certainly attract marketing niches that are already invested in online video—from entertainment (movies, particularly) to automotive to consumer-packaged goods to retail. But one of the more intriguing developments afoot could lie in how tune-in TV marketers react to the ad unit, which begins testing with the Summit Entertainment film Divergent on Thursday.
Even though the first ad will only be seen by a fraction of Facebook’s audience, the unit is expected to eventually roll out as an expensive purchase (up to $2 million a day, per reports) that reaches millions upon millions of consumers per day.