The social media giant said today its Audience Network will, for the first time, serve ads across different platforms and appearing in-stream, either before or after video content.
Until now, Audience Network had only been focused on direct response objectives like app installs and conversions.
Today's global launch will see video ads run immediately for brands including USA Today Sports, Mashable, Diply and MailOnline.
Facebook has almost 1 billion users across mobile and the company is banking on a continued "explosion" of online video consumption.
Brett Vogel, Facebook Audience Network's lead product marketing manager, said the scheme allows brands to go beyond direct response to brand awareness and recall.