FB denies mobile ad barrage - DecisionMarketing

Facebook has defended plans to release software that will enable firms to send ads to users’ smartphones even if the device is locked, claiming it will only dispatch “useful” ads.
The move is part of the social networking firm’s mobile strategy, designed to exploit the fact that more people now look at Facebook on a mobile device that on a desktop.
Facebook chief Sheryl Sandberg has even been quoted as saying that believes smartphones may become more important for advertising than TV, but then attempted to play down concerns that users will be bombarded with unwanted commercial messages.
“Our goal is not to increase the number of ads you receive, but to increase the usefulness of those ads to you,” she said.
According to research firm eMarketer, Facebook’s mobile ads helped the firm capture 18.4% of the mobile ad market. The move also helped overall advertising revenues rise 36% year-on-year to $4.27bn in 2012, according to Facebook’s latest full-year financial results.
Chief executive Mark Zuckerberg said: “2012 was a big year for us. More people are using Facebook on mobile devices rather than on desktops.”
He claimed that 23% of app time in the US is spent on Facebook. “Facebook is a mobile company. Mobile is a perfect device for Facebook. It allows us to reach more people,” he said.

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