Facebook is expected to begin selling video adverts that appear in users’ news feeds this week.
Sources speaking to the Wall Street Journal (WSJ) said that the ads would pop up both in browsers and on mobile devices, and will play automatically without being clicked.
The videos, which had been previously rumoured to be up to 15 seconds long in length, are expected by executives to be ‘expensive’.
One of the first companies to use the marketing, which could cost more than $2 million a day to reach the 18 to 54 demographic, rumours suggest, is the film studio Lions Gate Entertainment, which will use the method to advertise the upcoming film Divergent.
"We expect video to be more expensive," Dan Slagen, senior vice president of marketing for digital marketing firm Nanigans, told the WSJ.
"But we're going to see advertisers willing to pay."