Facebook is preparing a mobile ad product that could feature animations and video content, according to a report in DigiDay.Facebook doesn’t currently run any ads on its mobile apps, even though 425 million people use Facebook every month on their phones and iPads. The social network says its failure to get into mobile is actually a drag on its revenues.
Razorfish mobile practice lead Paul Gelb told DigiDay his agency was engaged in a pilot program for “mobile and cross-platform rich-media ads”:
Gelb implied advertisers will be able to reach users across all devices with a single buy. Judging by Facebook’s desktop ad formats, it’s likely they’ll be disseminated across users’ networks as they interact with them.
The units themselves, meanwhile, will offer similar functionalities to other mobile rich-media ad providers such as Medialets and Crisp Media, Gelb suggested. Ads powered by those companies typically feature interactive elements and animations, video content, location-based features and various calls to action such as tap-to-call and tap-to-coupon.
UPDATE: Gelb later tweeted that he believed DigiDay’s report was misleading. His tweets said:
I would like to clarify a statement I made in an interview yesterday regarding Facebook.
Razorfish is NOT working with Facebook on any mobile media ad buying. Rather, in the interview
I was referring to rich media featured stories, not paid ads.
A spokesperson for Facebook was not able to confirm or deny to B.I. that Facebook was working on mobile ads. We’ll keep you posted here as this develops.
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