Users experiences using are shifting more and more to the mobile platforms. Technology has advanced that more users are adopting to video from photo. Instagram, Vine and other companies have been introducing short video clip apps. Digital advertisers should also keep a close eye on the changes in the user experience and trends in order to capture better business opportunities in digital advertisement. Social network companies such as Facebook cannot simply overlook the shift.
At the same time, there has been a huge shift in who is initiating the experience: users. Users gain more power and control over generating contents. Moreover, users are more satisfied when they have control over when they can see the video ads. Without giving them a control, Facebook will be simply a massive collection of information and becomes extremely clustered, which weakens the users experience.
http://www.bloomberg.com/video/facebook-video-ads-are-a-great-idea-kagan-MHgBhdsARDyDpO8xmuf57A.html
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