Facebook announces premium auto-play video ads for mobile

Auto-play video ads are making their way to the mobile News Feed. Facebook on Thursday announced that a select group of advertisers will have access to premium video ads on mobile, which will play automatically without sound. The user can then tap the ad to play sound and see the video in full-screen mode.

Each ad will last 15 seconds and will stop if scrolled past.

This may not happen immediately — Facebook notes that these video ads will be rolled out slowly over the next few months.