Facebook launches controversial video ads in Australia

Facebook launches controversial video ads in Australia

With Australia becoming a very crucial advertising market for Facebook, the social network is set to launch controversial video ads which will start playing automatically in the News Feed of Australian users of Facebook.

The launch of the controversial video ads - called 'premium video ads' - by Facebook comes at a time when the FIFA World Cup is underway; and it is evident that increasing traffic will be driven to social websites and mainstream media to the world's biggest sporting event.

As a result of the new advertising format being introduced by Facebook for Australian users, the appearance of ads in user feeds will prompt the automatic play of video ads, without sound. If a user taps on the video ads, they will expand to full-screen size, with sound. However, if a user scrolls past them, the video ads will stop playing.

The first Australian advertiser to make use of the 'premium video ads' format being launched by Facebook will be McDonald's. The popular fast-food chain will run four video ads in all --- one ad will be a two-minute video, while three will be 15-second teaser ads. All the ads have been created by ad agency DDB.

About using Facebook's new ad format, Mark Wheeler - McDonald's head of digital marketing - said: "We are delighted to be one of the first global partners to run premium video outside the US and showcase some really engaging content."

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