Historically, video ads that start automatically on the desktop has been seen as an annoyance. On mobile device, in the Facebook news feed, it is a “delight” says Facebook’s global ad sales chief Carolyn Everson in this interview with Beet.TV

Everson says that new forms of advertising, which are generally under 10 seconds, are finding traction with a range of marketers who want to reach an audience of over 100 million per day in the U.S. and over 22 million in the U.K.

She says the advertiser interest in the mobile ad format dominated most of her conversations at the recent Cannes Lions Festival. In the interview she talks about the emerging ad formats and what catches the attention of users in a very fast time window. She says that Kleenex is one of the brands on the emerging platform.