These video ads are supposedly scheduled to hit the desktop version of the social network first, then could be rolled out to mobile. According to [the ad agency], the ads will most likely play 15 seconds, could be targeted to certain users, and may even have an auto-audio function. On the desktop version, the ads are expected to get users' attention by expanding out of the site's news feed into the left and right columns.
I understand the need to make money, I even keep ABP disabled on Facebook because their ad formats are fairly tame, but how far is too far when it comes to intrusive ads?
It may be link-bait, but enough people are discussing the possibility in the media, so I hope they get the message. Auto-play video ads, particularly with sound, would be a very bad idea...That would be a shark-jumping moment for them.