NEW YORK (AP) — Facebook says it's testing video advertisements that will show up in its users' news feeds.
When they appear, the advertisements will automatically start playing without sound. Users can either click on the video to view them with sound, or keep scrolling by if they're not interested.
The move could significantly boost Facebook's advertising revenue. The company's shares rose $1.05, or 2 percent, to $54.86 in premarket trading.
Facebook says the idea is still very much in the testing phase and that it's not currently selling video advertisements.
As part of its testing, Facebook says it's partnering with Summit Entertainment to show a series of videos related to its upcoming film "Divergent" to some of its users on Thursday.