Facebook to focus on transparency, measurement and stories in mobile

Facebook has committed to a new set of values in mobile advertising, focusing on transparency, measurement tools and developing new ways to tell stories.

Facebook to focus on transparency, measurement and stories in mobile

It follows the social media giant's research which found that people scroll through their news feed 41% faster on mobile compared to when they are viewing on desktop.

For autoplay videos, which is a feature on 70% of people’s Facebook news feed, the average viewing time is 16.7 seconds. Video ads in the news feed are viewed for 5.7 seconds on average, according to i-D magazine.

Facebook also analysed 537 people who said they watched the premiere of a popular TV show and found that during every ad break their activity on the site went up.

In a blog post, Mark Rabkin, vice president for core ads at Facebook, said that marketers need more than top-line figures.

Rabkin wrote: "Transparency is paramount. To create fantastic new stories for the complex landscape of mobile formats, marketers must understand every nuance of consumer behavior, with detailed insights provided by the publisher – including Facebook — not just top-line metrics."

In terms of measurement tools, the platform will invest in "more granular reporting metrics within our native tools". Facebook is planning to launch "more visual measurement solutions" for brands to understand content consumption on the site.

Rabkin explained that TV remains a "powerful medium" but it is now "direct competition with mobile" because everyone has a phone on them at all times.

He added: "Mobile has shown us that we no longer have the right to disrupt. Instead, we have the right to earn people's attention. If marketers with fixed budgets are going to meaningfully connect with audiences and drive growth, they have to keep pace in this new, complex landscape and optimise for mobile content."

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