A new feature offered by companies to promote movies and products on
smartphones and computers, and is being tested with a small group of Facebook
users.
"Rather
than having to click or tap to play, videos will begin to play as they appear
onscreen -- without sound," Facebook said in a statement. When users tap
the videos, the sound will turn on and the video will play in full-screen mode.
Investors
cheered the news. Shares of Facebook gained nearly 2% in early trading and hit
a new all-time high on hopes that the new video ads will boost the company's
revenues.
.
Facebook has
been working to improve the video experience for users since September. It says
users view, like, share and comment on content more often if videos begin
playing automatically.
For users
who don't want to see the videos, Facebook suggests quickly scrolling past
them.
Facebook
also says the new ads will not eat into mobile data plans,
explaining that videos will only download when devices are connected to WiFi.
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