COLOGNE — They are the twin trends reshaping media and, with them, advertising. The surge of mobile and video consumption is the biggest opportunity in front of marketers, says one of Facebook’s advertising chiefs.

“Where it took TV and radio years and years and years to reach 50 million users, it took just seven years to reach over a billion people,”Facebook advertising technology VP Brian Boland tells Beet.TV in this video interview. “That’s incredible growth.

“But it’s not a shift to mobile (from other platforms) – it’s new behaviors … People still use the desktop, but for very intentional things.”

Boland has helped oversee the integration of two acquired advertising technology platforms in to Facebook’s ad tech “stack” – LiveRail and Atlas.

Referring to Atlas, he says: “The team was able to migrate the technology over in less than a year to Facebook’s stack. Now we’re figuring out how to bring the Facebook data in to the delivery of video ads.

“Imagine delivering video advertising with the level of accuracy we have that we have on Facebook around Nielsen OCR – Nielsen-accurate age-and-gender video; that’s amazing potential.”


This video is part of a series from DMEXCO presented by Mediaocean.  Please find additional videos from the series here.