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Facebook plans to autoplay video ads

Facebook is testing out new video ads that autoplay on some of its users' news feeds, a move that could potentially spark a major increase in the social network's revenue from advertisers.

Advertisers will have spent an estimated $66.4 billion on TV ads in 2013, according to research firm eMarketer, and online ad spending could chip at that share of of overall ad spending, according to Jeremy Rosenberg, head of digital at communications company Allison+Partners.

"I think that there's been a continual shift in the market for more of that ad revenue moving from traditional media into digital media," Rosenberg said.

As an initial test, ads that play automatically will appear on some Facebook users' news feeds without sound until a user clicks or taps on the video, the company said in a press release.

—By CNBC's Althea Chang