Dive Brief:

• Brands looking to use "Premium Video Ads" on Facebook will have to be part of an elite group with $1 million to spend on the ad.
• Even more specific, Facebook will initially only offer the video ad product to a handful of advertisers.
• Industry estimates say around seven to 15 brands are interested in the video ads, and Facebook admits that around a third are film or TV ads. 

Dive Insight: 

Facebook is limiting the pool of video advertisers already with the high price tag, but also with its own policies of hand-picking the brands. The elite nature of the ad unit could draw more attention to the product, but there are some serious concerns about potentially alienating users. Too many auto-roll ads could certainly drive away many users.