Dive summary:

• Facebook has pushed back its intended October launch date of video ads to an undetermined date due to user experience concerns, adversely affecting marketers planning to run video ads on the social network as part of their Black Friday promotions.
• The social network is setting up a review process for video ads to ensure the material is social in nature and fits the platform, and representatives have been noncommittal as to whether the ads will be ready in time for the retail holiday.
• Many brands are shying away from video ads because of the high price tag, starting at approximately $1 million for one day, and for fear of user backlash against the new medium.

From the article:

“The video ads will appear to U.S. users in their desktop and mobile news feeds up to three times on the day they're slotted and will begin silently playing when a user scrolls over them. Audio won't be activated unless a user clicks on the ad, at which point it will restart and spread over the right- and left-hand rails of the page. Users can then scroll horizontally in the expanded interface and play up to two additional videos.”