Facebook has expanded the range of ad formats it offers on Audience Network, which enables advertisers to buy third-party inventory using Facebook user data.

The most notable addition is autoplay video ads which initiate, with audio turned on, when the user scrolls past them. This means the ads are more likely to be seen – and thus come with a higher premium for Facebook – but risk annoying users who arent interested. To this end, Audience Network is also introducing full screen click-to-play video ads.

“With so many consumer videos being watched on Facebook, video ads are a natural part of the News Feed experience,” said COO Sheryl Sandberg on the companys Q2 earnings call last month. “For marketers, video has always been a compelling format. Now Facebook enables mass reach and cross-device targeting and measurement abilities far superior to what other platforms offer.”

Facebook is also adding some of its highest-performing interstitial ad formats to Audience Network, including the Dynamic Product Ad rich media unit; carousel ads that cycle through up to five images; and the aforementioned click-to-play videos.