"Facebook and Instagram are synonymous with mobile and the next frontier is mobile video and to become synonymous with that," Carolyn Everson, VP Global Marketing Solutions said at a JPMorgan tech, media and telecom conference.
Facebook is now seeing more than four billion daily video views and the company notes it's working with its clients and advertisers, both large and small on its video ad units. Everson noted that 47% of value from a video is created in the first 3 seconds, with 74% of value created in the first 10 seconds, so shorter form video is better, especially on mobile. Everson noted that a lot of video is consumed with the sound off, depending on whether the person is, so marketers and brands need to think about in context with traditional TV ads, which are generally watched with the sound on.
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Everson noted that though people tend to think about video advertising from a larger brand perspective, Facebook has more than one million small businesses using this as brand perspective to develop video ads target their customers.