A Facebook executive is expecting "serious outrage" over a new plan to put video advertisements in news feeds, according to a report.
AdvertisingAge reports Facebook hopes unveil the new video ad service in news feeds no later than April 2013.
The ads will be limited to 15 seconds and will play automatically. Users will see the commercials on all platforms -- computers, tablets and mobile phones.
Executives are still deciding if an advertisement's audio and video or only its video should automatically play. A video ad could slow down a user's browser as it tries to load the ad and the posts on a news feed.
Facebook has been looking for ways to benefit financially from its base of one billion users. The video ad service could help raise revenue by attracting new clients with better location and options on the web site. Currently, most ads on Facebook are listed in a slim column on the right side of a user's news feed.
Facebook also offers companies with fan pages the opportunity to pay to "promote" a post on news feeds.
According to AdAge, executives don't know how much revenue a video ad service would raise for the company.