From a user's perspective, Facebook Instant Articles are a no-brainer. Just tap the relevant link in your News Feed and the piece is visible immediately. Brilliant. For publishers, however, the feature is a little more complicated. There's a trade-off between performance and control which not all news rooms are comfortable with. To tempt them across, Facebook is introducing video ads to Instant Articles. It's a move to show that the format can be as flexible and, more importantly, as monetizable as the rest of the web. Animated ads and "click to play" videos will be supported immediately, followed by autoplay video ads in the coming weeks.