Creation and viewing of mobile video is growing in leaps and bounds but marketers aren’t moving fast enough to keep up with the trend. This is the focal point that Facebook will bring to the fore at the Cannes Lions Festival of Creativity as it continues to roll out new video formats.
The social media behemoth next week will kick off a campaign to showcase new ad formats like 360 and vertical video as it seeks to instill a heightened sense of agility in brands that want to engage with its users, Facebook Marketing Director for North America Michelle Klein explains in this interview with Beet.TV.
“The power of mobile video is incredibly important and it’s exploding on Facebook,” says Klein, noting that more than 100 million hours of mobile video is watched on the platform every day.
She cites research predicting that by 2020, 75% of all mobile data will be used for video.
Facebook’s recently launched vertical video ad product “allows you to tell a taller tale using the longer format” instead of shooting horizontally and adapting it, according to Klein.
She wants brand marketers to understand the need to create “for the speed of feed” while trying to capture users’ attention in short time span. “If you’re trying to engage with somebody in a longer-form, lean-in format you might want to look at in-stream video or longer format,” Klein says.
“If you’re trying to reach people on the go, then short-form is the right format.”
Facebook’s raison d’être is to encourage an open and connected world. “That mission translates into the way we engage with the industry.”
To this end, the company has created industry councils dedicated to clients, measurement and creative. At Cannes, the Creative Council will to create marketing programs in an agile framework.
“As marketers today, we need to move much faster,” Klein says. “We need to test, we need to learn, we need to iterate, we need to respond. Agility is key and it’s different to how it was even a year ago.”
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