Facebook is set to begin testing video ads in users' news feeds today — but it's not as intrusive and annoying as it sounds.
Though the ads begin playing automatically when a user comes upon them in a news feed, the audio is turned off. Sound only comes on if the user wants it to — with a simple tap.
Because I don't want to pay for a subscription to the social networking service, I don't mind the ads. Users who complain about incessant online marketing should think about that — the fact that a video or banner promoting a company may seem like an unwelcome diversion, but it's really just proof that someone besides you is paying for whatever service you're using at the time.
Facebook's new video ads don't look as bad when you consider that they're not pop-ups, they're not taking up much time — and if you don't like them, just keep scrolling. On mobile devices, videos won't play unless they've been downloaded in advance via a Wi-Fi connection — meaning they won't consume monthly data plans. No widespread consumer revolts necessary.
The sound-free ads could also present an opportunity. If advertisers are smart, they'll find creative, tongue-in-cheek ways to work within the constraints of no sound. Just think about all the ingenuity that resulted from Vine putting a 6-second limit on smartphone videos. And if Facebook is smart, it will encourage advertisers to imaginatively embrace sound-free ads just as social media users have embraced the brevity of Vine.
Plus, I have a theory on the current mobile advertising market; that is to say, I think it's a bubble. Smartphone users, consider all the ads you accidentally click on while surfing the web or using an app. Several per day? Once a week? Either way, probably a fair amount. I believe a significant portion of the soaring mobile click-through rates we've seen with Facebook (which reportedly quadrupled in a year) are, in fact, due to these "misclicks." Eventually, advertisers are going to realize this.
So unless you want to pay for a subscription to Facebook, say a warm hello to video ads. And maybe turn the volume on every once in a while.
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