Dive Brief: 

• Facebook revealed early this morning that the long-awaited video ads will debut on both desktop and mobile on Thursday. 
• Video ads were first rumored to appear in April of this year and again in July, then a small rollout of video ads happened in October but was exclusive to app developers. 
• A sign that the video ads might finally be showing up is that many users began seeing user videos autoplay in their feeds. It is unclear if this will be how video ads appear in the newsfeed as well. 

Dive Insight: 

Any time Facebook has rolled out a new feature, ad or not, users have been resistant. With video ads, the potential for a backlash is even stronger, so it makes sense the rollout has been delayed a few times to help the network get it right. The delay was also probably due to advertisers helping Facebook work out the details to serve them the best. With the rise in video ads across the web, it wouldn't be surprising if the video ad options are popular with advertisers.