Facebook announced that it is introducing its Premium Video Ads in Australia, Brazil, Canada, France, Germany, Japan, and the UK with a limited number of advertisers. These ads have been tested in the U.S. since December.

The ads begin playing without sound as soon as they appear on screen, catching users’ attention through motion, and expanding to a full-screen experience with sound when clicked. Facebook says it will roll them out 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,” the company says. People can expect to begin seeing these new ads over the next few months.”

The company is also reminding businesses about the previously announced roll-out of new video metrics in Page Insights and Ads Reporting for all videos that are uploaded to Facebook. These were announced earlier this month, and will be available globally.

The roll-out is still in the process of happening, and will continue over the coming weeks.

Images via Facebook