It looks like it’s going to be a little while longer before you see Facebook’s new video ads pop up in your news feed – news that definitely won’t anger most Facebook users.

Ad Age cites several sources familiar with the matter who claim that Facebook’s intended rollout date of October is being pushed back even more. Remember, these video ads were supposed to roll out earlier this year, and then they were supposed to roll out during the summer. Facebook keeps pushing them back.

A recent WSJ report said that Mark Zuckerberg was working with engineers to make the videos “less distracting” and more targeted to Facebook users’ actual interests. Basically, the company knows that the ads are probably going to annoy most users and are looking to mitigate that in any way they can.

When they finally launch, the ads will appear as short (15-second) clips which expand out from the news feed. The new video ads will reportedly autoplay – but without sound. Users will only see ads from a single advertiser each day, but could see up to three from that one advertiser. The ads will be both a desktop and mobile product.

Advertisers will reportedly pay between $1 and $2.5 million per day to run one of the new video ads.

Even when the ads roll out, it’s unclear just how eager advertisers are to jump onboard. One of Ad Age’s sources claims that many advertisers are a bit hesitant, considering Facebook video ads are a totally unproven ad unit. Compound that with the reported ad buy minimum of $1 million to $2.5 million and you’ve got a recipe for “hey, let’s wait and see how they work for someone else first.”

Image via Facebook