Facebook to Allow Video Advertisements on Its Social Networking Site

Mar 13, 2014 06:24 PM EDT | Matt Mercuro

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Facebook has announced it will allow more marketers to run video ads on its website, as long as the top social media site deems them to be "of high-enough quality," according to Reuters.

Facebook and social networking rivals like Twitter are all trying to get a piece of lucrative TV-marketing budgets to sustain rapid growth.

TV-marketing is considered "crucial" to supporting Facebook's growing market valuation and could pose as a potential threat to traditional TV networks, according to Reuters.

Up until now, Facebook has tried avoiding users with too many advertisements. Other social media sites like Twitter are also careful not to clutter up pages with unwanted ads as well.

The 15-second video ads will appear in newsfeeds and will play automatically with the sound muted. They will become available to "a limited number of marketers" over the next couple of months.

Facebook announced the news on its official blog.

The first video ads were tested with a single advertiser back in December.

"We're taking this step in order to maintain high-quality ads on Facebook and to help advertisers understand what's working to maximize their return on investment," Facebook said in its post.

Facebook said it will review the "creative quality" of any video spots that appear on its site, access ads for criteria like watchability and "emotional resonance."

Reviews will be done in partnership with video firm Ace Metrix.

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