Despite recent controversies over the inefficiencies of targeted ads and the inflation of its video viewership metrics, Facebook continues to build its presence, with mobile in particular growing fast and reaching record numbers. Many marketers have struggled to keep up with mobile's rapid rise and proliferation, and Facebook is looking to help brands better adjust to the disruption heading forward.
“[P]eople have shifted to mobile, and we remain focused on helping businesses catch up. We know that marketing shifts take time," said Facebook COO Sheryl Sandberg on the earnings call. "The first TV ads showed people standing in front of microphones reading their radio ads. Similarly, many of the first mobile video ads were TV ads dropped into mobile. Ads optimized for each platform often perform better, so marketers are increasingly tailoring their creative for mobile.”