Facebook’s latest strategy is to grow both user-generated and advertiser-created videos as it tries to get a firm foothold in this nascent but growing market and the strategy appears to be working, reports The Associated Press.

The AP article, in part, added:

“While Madison Avenue is not known for risky experimenting, advertisers are already testing the waters with live video. General Motors, for example, launched its electric Chevy Bolt EV through Facebook Live this year.”People are spending more and more time on mobile, especially video,” David Wehner, Facebook’s chief financial officer, said in an interview.

“He said this has been a big factor in helping drive up overall mobile advertising.

“It helps on the video front that Facebook had successfully transitioned from desktop to mobile, despite early doubts. Now, when Facebook tries to sell video to its advertisers, it can simply point to past financial results. The percentage of ad revenue that came from mobile has increased every quarter since the company began reporting this figure in 2012.

“In the July-September quarter, Facebook had $6.8 billion in advertising revenue, a 59 percent increase from a year earlier. Mobile advertising accounted for 84 percent of this. Facebook had 1.79 billion monthly users as of Sept. 30, up 16 percent from a year earlier.”

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