Facebook’s keen interest in virtual reality is hardly a secret: $2bn spent on Oculus VR ensured that.

But the social network is also making strides of its own with its “360 videos” initiative: videos discovered through its news feed that enable people to pan around, even without a VR headset.

Having launched for Android devices and the web recently, yesterday 360 videos crossed over to Facebook’s iOS app. The social network is also making it easier to upload 360 videos filmed on dedicated VR cameras made by companies like Theta, Giroptic, IC Real Tech, and 360fly.

But the most interesting news? “We’re starting to test 360 video as an advertising format as well,” explained Facebook. “AT&T, Corona (AB InBev), Nescafe (Nestle), Ritz (Mondelez), Samsung, and Walt Disney World (Walt Disney Parks and Resorts) are all running 360 video ads, and we’ll continue to test this format with additional advertisers.”

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