Facebook wants to help brands fit their TV commercials for smartphones.
After quietly piloting a video program with brands called PockeTVC (short for pocket television commercials) for more than a year that takes existing TV assets and fits them for mobile, Facebook Creative Shop is releasing a handful of studies suggesting that ad recall is stronger when the creative is tailored specifically for mobile.
Facebook has had big goals for video for a while and advertisers are ramping up the amount of video content that they produce for the platform.
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