Select Facebook mobile users tomorrow will see the first autoplay
videos in their news feeds, the digital giant has revealed. Advertisers
cannot employ the feature for the time being, but the move likely
signals a baby step towards when video marketing messages roll into view
regularly as Facebook users sift through their friends' thoughts and
photos.
Autoplay videos in the near term will exclusively feature a small test
set of regular Facebook users and musicians/celebrities with verified
pages, such as pop performer Lady Gaga or CNN's Fareed Zakaria. The videos will initially autoplay on mute, though users can click the multimedia player to hear sound.
Uploaded videos for those kinds of parties will autoplay automatically
without the poster clicking a button—or having the ability to choose
against autoplay. In other words, the news feed experience should
closely resemble Instagram video.
Menlo Park, Calif.-based Facebook's test starts with consumers on the Android mobile operating system,
but iPhone users will get into the mix sometime next week. Only videos
uploaded to Facebook's platform will autoplay, including those shot via Instagram, Social Cam and Cinemagram. Videos from YouTube, Vimeo and other sources will not auto play.
No timetable was disclosed for Web-based autoplay video by Facebook reps.
Meanwhile, there's been plenty of speculation about when autoplay video
advertising will come to Facebook. Originally, the marketing product
was supposed to—per industry rumors—arrive in October. Adweek's sources
confirm the initiative has been pushed back indefinitely.
Unless Facebook is mulling the idea of not enabling brands to
participate in autoplay at all, it'd be surprising to see the month of
November go by without letting video advertisers use the product.
The cash that CEO Mark Zuckerberg & Co. could collect with autoplay video during the build-up to Black Friday
and in December would likely be staggering. Per one major agency
player, an exclusive national buy for the news feed ad unit for a day
would easily surpass a Super Bowl spot when it comes to sheer
impressions.
Source : http://goo.gl/zC2d3l
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