Reza Rad

By Mark Rabkin, VP, Core Ads, Facebook The most important thing to remember about video advertising in the mobile era is this: smartphones are not tiny televisions. Just as TV wasn't visual radio and radio wasn't an audible newspaper, mobile must be recognized for what it is: a new medium that demands new content grounded in experiences that are native to the platform like speed, choice and relevance. The golden age of TV advertising flourished when creative masters embraced the possibilities of a new medium where, for the first time ever, every household had a screen. Today, television is  still  a powerful medium where great creative work takes place. But now, it's in direct competition with mobile, a medium defined by the fact that beyond every household, every  person  has a screen, on their person, at all times. On smartphones people are in full control of what they see, where and when they want to see it. And they're exercising that agency at all times.