FaceBook LogoIn the wee hours this morning (specifically 3:00 am pst), Facebook announced that they will start to display video ads, complete with sound.

Facebook claims that they have seen a more than 10% increase in people watching, liking, sharing and commenting on these videos.

This week, we’re starting to test this richer storytelling format for advertisers. Compelling sight, sound and motion are often integral components of great marketing campaigns, particularly when brands want to increase awareness and attention over a short period of time.

Here is the kicker:

Rather than having to click or tap on the content, videos will begin to play as they appear on screen — without sound — similar to how they behave when shared by friends now. If you don’t want to watch the video, you can simply scroll past it. If the video is clicked or tapped and played in full screen, the sound for that video will play as well.

I’m not thrilled about this…. how about you? For more, check out their news page.