AUSTIN – Facebook wants to make a big splash in the world of video advertising. But failings in its offering mean it still has a way to go, according to a leading ad agency boss.

“The advertiser is competing with the regular newsfeed and the rest of the user-generated newsfeed. It remains a challenging environment,” GroupM chief digital officer Rob Norman tells Beet.TV in this video interview.

Norman also criticizes how Facebook charges advertisers for video: “The idea that, the moment a video enters the feed, the charging event takes place (when) people scroll using movie devices… I do not believe advertisers will find entirely acceptable.”

He reckons Facebook’s rival has a better offering right now: “Twitter’s six-second .gif preview for video is very effective and very interesting. Twitter’s video product for advertisers is attractive, both from an impact point of view and a pricing initiation point of view.”

One study out this week reckons more advertisers will pick Facebook than YouTube this year, but Norman thinks: “This race has a long way to go.”

Norman was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.