After months of planning, Facebook began testing auto-play video ads in News Feeds on mobile and desktop. Auto-play videos aren’t anything new and users have become accustomed to seeing them on Vine and Instagram. Initially, Facebook will only test this functionality on a small number of its users. Videos will start appearing in News Feeds and it will start auto playing without sound as it comes into view. If a user isn’t interested in watching, they can just simply scroll past it. When one clicks on the video, it will start playing full screen and play sound. On mobile devices, all videos that begin playing as they appear on the screen will have been downloaded in advance when the device was connected to Wi-Fi. According to Facebook, the auto-play format is ideal for marketers who are looking to make a large-scale impact, and for brands that “want to increase awareness and attention”. Visit InsideFacebook article for more info.