Facebook’s First Video Ads Are Coming To Mobile

If you use Facebook on your favorite Android or iOS device — and by Facebook’s count, about 70 percent of us do — you’ll soon start seeing video ads in your News Feed.

The company announced today that app developers can use videos in ads that are aimed at driving new app installs. Despite previous reports, it doesn’t appear that the video ads will be set to auto-play. Here’s how Facebook’s Radu Margarint describes the new ads, and note the explicit mention of users clicking the ads to see the video:

Potential customers will be able to click play to watch a video featuring your mobile app before installing the app. Video creative has proven to be an effective way to drive engagement in News Feed, and we look forward to helping developers use their video creative to find new app installs

Facebook has already been testing auto-play videos in News Feed, but advertisers weren’t included in that test.

Also announced today, a new cost-per-action (CPA) bidding option for mobile app ads. Advertisers previously were limited to cost-per-click and optimized cost-per-impression bidding. There are some requirements for advertisers that are explained in Facebook’s announcement.