The Financial Times is reporting that Facebook is readying video News Feed ads. These ads will reportedly make their debut sometime in July. Luckily for users, the videos will automatically play, but without sound. The user can then activate sound, at which time the video will start over.
Some analysts predict that, if intrusive, the ads could result in lower user engagement. This is especially true if video ads are automatically playing. By Facebook not autoplaying the ad with sound, they are likely trying to avoid some of this backlash. But if it will be enough remains to be seen.
The ads will be limited to a total of 15 seconds and will cost in the "low $20s" per thousand views. A view is counted even if the user never activates the sound. To increase the impact of the video, Facebook will ensure that each user only sees video content from one advertiser per day.
I know if video ads come to my mobile device, I would likely quit Facebook completely. I wouldn't want to afford the mobile data and bandwidth to advertising.