Facebook is reportedly planning to launch video advertisements as soon as this fall, and advertisers will likely have to fork out around $2 million per day to reach the full audience aged 18 to 54 on the social networking site, people with knowledge of the matter told the Wall Street Journal.

The videos, which are said to be limited to 15 seconds or less each, will reportedly appear “prominently” on Facebook’s News Feed. However, to give advertisers more value, Facebook also intends to let each advertiser show up to three videos in a “carousel” feature, which allows users to swipe from right-to-left to see two more videos from the same brand.

Facebook also plans to let advertisers pay less if they only want to reach segments of the audience.

The Wall Street Journal says that several big brands have already committed to buying ads for the launch, even as there are concerns about the high price that Facebook is charging for advertising on its platform — it notes that in comparison, a 30-second spot during the last Super Bowl cost advertisers about $3.8 million.

The latest news corroborates an earlier report by Bloomberg that said Facebook was planning to introduce 15-second “TV-style commercials” to its News Feed later this year.

As of June, Facebook had over 1.15 billion monthly active users, 819 of which are on mobile, and 699 million daily active users. In June, the social networking site revealed it has passed more than one million active advertisers.

Facebook’s efforts to dive into the video advertising business have been dubbed a “TV killer” by some. Notably, Facebook COO Sheryl Sandberg recently revealed that as many as 100 million users are on the site during primetime TV hours.

Image Credit: Justin Sullivan via Getty Images