Dive Brief:

• The first Facebook video ads to hit newsfeeds are part of Progressive's "Baby Man" campaign. 
• The 15-second spots will autoplay, sans sound unless prompted, when users scroll through their newsfeeds. 
• Currently, there are approximately seven to 15 other brands waiting in line to try out the video spots. 

Dive Insight: 

All eyes will be on the Progressive spots' performance. With a hefty $1-million price tag, Facebook video ads are a serious investment that hasn't been tested much yet. If the results are positive, Facebook will certainly be bragging to draw in more advertisers.