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. The company is also working with advertisers to make sure they can reach people who are watching online video but not yet online.
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.