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Facebook's Sheryl Sandberg: Mobile Advertising Is As Important As TV

With rumors that Facebook has placed a $1 million price tag on video advertising, Sheryl Sandberg explains just why the social media firm values mobile advertising so highly. But will marketers agree with her?

Sheryl Sandberg told Londoners yesterday just how important mobile advertising is—and not only to Facebook, but to the marketing biz, in general.

The COO of Facebook was addressing journalists at the firm's London offices, and this is what she said:

The size of the audience makes this—the phone—a mass medium. It's as important to a marketer as TV. This is as important—if not more important—than television.

So important, it seems, that, if a the social network is reportedly preparing to charge $1 million per video ad. Four daily summer "slots" are up for grabs, with different demographics: men over 30, men under 30, women over 30, and women under 30. The ads will be 15 seconds long and will not be shown more than three times a day to each of Facebook's billion users. If the firm gets what it wants, that could mean $4 million a day coming into the Facebook purse.

[Image: Flickr user CMMorrison]

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  • Erik Archer

    I think the challenge for mobile advertising (up to this point) has been that advertisers / marketers have been treating it like a smaller version of TV or even web-advertising: banners, images, pop-ups, etc, which passively tell a viewer about a product or service.

    This "passive" style may work when you're sitting down in front of a large screen, but mobile is, well, MOBILE, so you can't expect people to interact with the media in the same way.

    I think what we'll see is mobile used as an interactive extension of other forms of advertising so that users have to engage with the ad and will get something if they do.

    I think the best example of this would be if I see an ad on TV or on the web, then I can sync that with my mobile device, get a live coupon, then go to the business and use the coupon. If you expand this into print advertising as well, you could now have magazine advertisements (or bill board, whatever) that would sync with mobile and allow the user to interact with the brand.

    Until this happens, I don't think that mobile advertising will be as effective as its broadcast and web alternatives.