Its been quite some time since Facebook started testing video ads. Today, the social networking giant announced that it has started integrating these ads into the accounts of its more than 1.2 billion members. "Brands now have another way of engaging people on Facebook with compelling video experiences", Facebook's product marketing manager Susan Buckner said in a post on the company's Business blog.

Each 15-second video ad will start playing silently as it appears on the News Feed, and stop when scroll past. If a user clicks on the ad, it will expand into a sound-enabled full-screen view. As for the rates, Facebook did not provide any information, but online reports indicate that daily spots aimed at wide audiences and prime times could cost as much as $US2.5 million/day. The company is currently working with only a small set of advertisers.

As far as the user experience is concerned, Facebook will see that the ads aren't annoying or explicit. The social networking giant is working with a company called Ace Metrix which will review the creative quality of video ads to make sure that they have "meaningfulness and emotional resonance".

According to an NBC report, the new video ads should begin appearing in users' News Feeds on both mobile and desktop by late April.