Facebook should follow the example of Pandora when making the critical leap to video advertising, Matt Kapko writes, noting the Internet music streamer "believes it has found the right balance between user experience and brand objectives" by offering frequency-capped ads that play during natural breaks when a user skips a song or changes channels. "We can say definitively that our auto-play video on Pandora is an effective driver throughout the entire consideration funnel," says Heidi Browning, Pandora senior vice president of strategic solutions.

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