Back in February 2011 Facebook dramatically increased the ability of business pages to present rich content through an iFrame structure. They deliberately blocked auto play video, however, trying to avoid the sensory overload that had doomed MySpace. Times have changed and the revenue potential for videos is now so great that this week they introduced video ads for the film Divergent as the first to auto play (sound muted) as soon as they appear in a user's News Feed. For Facebook, News Feed video ads were delayed but they simply would not be denied -- Morgan Stanley estimates that videos could add $1 billion to Facebook's 2014 revenue while comScore has published data showing that 36% of online videos are now paid ads.
The WSJ wrote that even high ticket advertisers are being taken aback by the Super Bowl level cost of the video ads; and the path to what GigaOm termed as 'liquid gold' will not be an easy one. Facebook users resist every News Feed change and Soshable easily listed 3 concerns that Facebook will have to watch out for. Users didn't ask for videos, but the dollars are just too big and Facebook has every reason to see them through.