Video ads - will we click now?

I occasionally browse through the ads on the right-hand-side of my Facebook page and most of the time they are not really relevant and so I'm not interested. Today, I noticed what you see below ... 

facebook-video-ads.JPG

You will see that I conveniently used Microsoft Paint's spraypaint tool to blur out my friend's personal information, but I left the main part of what caught my attention.

A video ad.

After doing a bit of reading, I've found that Facebook does offer video as an option to potential advertisers:

facebook-ad-guidelines.JPG

With the rise in online video and even mobile video could we start to see a rise in video ads? How will this affect the notoriously low click-thru rate on ads in general?