Facebook is taking its next step in introducing video ads on its social network that automatically play when encountered in people’s news feeds. “Starting today, we’re introducing these ads on Facebook with a select group of advertisers,” explained the company last night. The 15-second ads will autoplay without sound as users scroll past, then expand to full-screen with sound if tapped on. Facebook also said that the ads are “bought and measured in a way that’s similar to how advertisers already buy and measure ads on TV” to reach a specific audience over a short period of time, measured by Nielsen’s Online Campaign Ratings division. Bloomberg suggests that the cost to book an ad will range from $1m to $2.5m a day, which puts them beyond all but the largest artist or album-focused advertising campaigns, although they possibly could be of interest to the likes of Beats Music and Spotify.

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