ANA Annual Meeting 2016

ANA Video: Facebook's Michelle Klein on Mobile and Messaging

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In the time it took Facebook's North American marketing head Michelle Klein to deliver a 25-minute, lunchtime presentation Friday at the Association of National Advertisers annual meeting, roughly 15 billion gigabytes moved around the internet, she said. "What is important for us to realize as marketers is that the majority of that data a couple years from now will be mobile video," she told the audience of marketing leaders.

That is why Facebook has prioritized video formats like 360-degree video and Facebook Live, which just launched its first ad campaign. In an interview at the ANA event, Ms. Klein discussed how the rise of mobile video is changing how marketers must tell advertising stories. She also touched on how the popularity of messaging apps will change marketing, including customer relations management.