Cinemagraphs, the New Ad

Facebook has a new type of ad they are hoping will give users cause to pause their newsfeed scroll-through. This new eye-catching and mesmerizing ad is known as a cinemagraph. These ads are part photograph and part video – not unlike a gif, although only part of the picture moves (as opposed to a traditional gif in which it an abbreviated video).
Advertisers are hoping the novelty of such an ad (these aren’t necessarily new) will keep the viewer’s attention – being so mesmerized they just can’t look away. What more could an advertiser want?