Television viewers prefer to check their Facebook profiles rather than watch adverts , according to a study by the social media giant – results that spell trouble for advertisers . " TV spots that were designed for a captive audience struggle to attract attention on mobile and do n’t get watched all the way through , " said Facebook ’s vice - president of mobile marketing , Mark ##er , in a blog post . Facebook suggested that the study is an attempt to encourage the TV networks to share their ads with the site and Facebook is recommending mobile advertisers try shorter ads and refresh their creative more frequently .
Television viewers prefer to check their Facebook profiles rather than watch adverts, according to a study by the social media giant – results that spell trouble for advertisers. "TV spots that were designed for a captive audience struggle to hold attention on mobile and don’t get watched all the way through," said Facebook’s vice-president of core adverts, Mark Rabkin, in a blog post. Insiders suggested that the study is an attempt to persuade the TV networks to sync their ads with the site and Facebook is recommending mobile advertisers try shorter ads and refresh their creative more frequently.