Facebook India partners with creative agencies to boost short-form mobile ads

NEW DELHI: Facebook India on Wednesday announced that it has partnered with creative agencies to launch an initiative called ‘Thumbstoppers’ to boost short-form mobile video advertisements. The social media giant has tied up with agencies such as Wunderman Thompson, Ogilvy, Leo Burnett, McCann and Mullen Lintas to transform storytelling for mobile advertising.

Under the initiative, the agencies will work to create 10-second long advertisements across Facebook’s family of apps, including photo-sharing app Instagram. With declining attention spans, Facebook stated that traditional advertising formats of 60 seconds and 30 seconds don’t work well on mobile anymore. As mobiles have become more pervasive, Facebook found an urgent need for marketers and creative agencies to create mobile-first ads.