Facebook announced that its autoplay video advertisements will be called Premium Video Ads. Beginning in late April, the marketing tool will deliver 15-second video clips into users’ feeds that will play automatically. According to a Facebook rep, the social media giant wants “to create a captive, but not interruptive experience.” Similar to videos on Instagram, the ads are activated when scrolled over, but audio does not play unless a user clicks on the ad. Facebook will test every video prior to approving them.

“With Premium Video Ads, brands now have another way of engaging people on Facebook with compelling video experiences,” Facebook’s product team explained in a blog post that includes a brief video demo. “We’ll roll out Premium Video Ads slowly and monitor how people interact with them. This limited introduction allows us to concentrate our efforts on a smaller number of advertisers with high-quality campaigns to create the best possible experience on Facebook.”

“Autoplay video has been a hot topic in the ad world, which wants higher quality inventory for desktop and mobile,” reports Adweek. “Facebook’s value has not been lost on marketers who covet the prized real estate in its news feed.”

“Facebook is employing its longstanding Nielsen relationship, so advertisers can measure audiences somewhat similarly to TV,” notes the article. “And, Ace Metrix will help Facebook measure ad quality and user engagement.”

While specific brand partners have not been announced, Facebook says they will cover a wide array of categories.