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Carolyn Everson from Facebook: I don’t think the industry is planning mobile creative as a priority
Manuela Walfenzao| 29 de marzo de 2016
Carolyn Everson, VP of Global Marketing Solutions at Facebook believes advertising agencies need to think better about mobile and raise the level of creativity for these devices. This is what she expressed during the 4th Annual Transformation Conference in Miami on Monday March 28th.”If you were to watch all seven seasons of ‘Mad Men’ that is still less than the time you and I will spend on our phones this year, which is about 2,000 hours” she said during the conference. “The consumer has moved to mobile, but I do not think that the industry is at a point where it is planning creative in such a way that puts mobile first. I think we have a long way to go. We have work to do”. To encourage the development of mobile first thinking, Everson suggests the adoption of the strategy that Mark Zuckerberg, CEO and Founder of the social network implemented in Facebook. Each new project that is made must first be checked in a mobile platform. Before thinking about the version for TV or any other media, they focus on mobile. “It is an education process, and Facebook is learning, too” she added.Each day, 100 million hours of video are watched, mostly on social networks. “Consumers are in this rapid-consumption mode, which means we have to rethink what are we going to do for thumb-stopping creative, to get consumers to stop and pay attention” said the executive.
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