Facebook video ads are due to arrive this summer—and while some of the technical details remain uncertain, two things are clear: They won't be cheap, and they will likely be annoying. The site seeks to go live with the ad placement in June or July, say executives who heard the pitch; one tells Ad Age each of four daily "slots" will cost more than $1 million; another cites a figure approaching that sum. Slots are divided into four demographics, divided by sex and age (over or under 30). Ads can't be longer than 15 seconds, and no user will encounter more than three in a day.
Observers say the ads are likely to be autoplay, appear in a player that stretches beyond the news-feed area, and play when the desktop version of Facebook is accessed; how mobile versions could work is less clear. So will this be a slam-dunk for Facebook? The ads "could be eagerly sought after by agencies that have plenty of TV ad creative on their hands and not enough TV-like web inventory to place it in," writes Cotton Delo. Adds an exec: "Aside from a YouTube front page or a Yahoo front page—which certainly isn't what it used to be—this could be the answer."