Approximately 400 domestic major companies and marketers attended
Advertisements with high relevance to users and where users can choose whether to view are more widely accepted

Facebook Korea held a mobile marketing conference titled 'Mobile Moves People' on the 5th at Amoris Hall in Yeoksam-dong, Gangnam-gu. The event was planned to share Facebook's expertise on marketing strategies suited to the rapidly changing mobile environment, and was attended by approximately 400 executives from Facebook Korea's major clients and domestic marketing experts.
Son Hyun-ho, Director of Global Marketing Solutions at Facebook Korea, took the stage as the first speaker and argued, "90% of digital video consumption in Korea occurs on mobile[1], and with mobile shopping accounting for over 50% of online shopping[2], mobile is already at the center of our daily lives." However, he expressed regret over the fact that despite companies and marketers being sufficiently aware of its importance, there is insufficient sharing of consistent creative vision, planned content development, and smooth collaboration.

In response, Facebook proposed considering three elements: discovery-focused mobile usage behavior (Discovery Mindset), relevance between users and content (Relevance), and unique creative that stops scrolling fingers (Thumb-stopping Creative). Given the characteristics of mobile with relatively smaller screens and higher likelihood of consumption while on the move, delivering content that users are interested in through creative visual elements to users who are more familiar with discovery than search maximizes its effectiveness.

Lee Joo-won, Team Lead of Marketing Science at Facebook Korea, introduced Facebook headquarters' research results[3] showing that people concentrate more and have a much more positive reception when consuming mobile content compared to TV, and that TV is rather prone to distraction and high cognitive load.

Regarding video advertisements, he stated, "76% of users only see the time countdown when an advertisement is forcibly exposed[4]," and noted that advertisements where users can choose whether to watch have higher acceptance rates. Additionally, when video advertisements were run through mobile Facebook prior to TV advertisements, all metrics showed improvement[5], and he proposed delivering highly relevant messages to news feeds through targeting, optimized for mobile.

Following this, Seo Heung-gyo, Strategy Director at Facebook Creative Shop, which oversees creative for Facebook and Instagram advertisements, took the stage. He noted that the key trend in recent content consumption is the short time spent consuming individual content and the short time taken to decide whether to consume it, and advised to "captivate attention in just the first 3 seconds and make hearts race every 3 seconds," considering these characteristics.

Additionally, when applying existing TV advertisements to mobile, since many people watch videos without sound, he proposed ensuring that content can be conveyed without audio, and conveying only the essence of TV advertisements using various formats such as square, vertical, and circular. In particular, he recommended Facebook Canvas ads, which can load all content on the entire screen in just 0.5 seconds on mobile. Canvas allows users to directly choose whether to view an advertisement, so when an advertisement is exposed, users seek out more of the provided information.

Son Hyun-ho, Director of Facebook Korea, said, "If mobile can move people, it can also move business," and expressed his hope that "today's event has been of small help to those attending in gaining various strategies and ideas to stop people's fingers and generate responses on mobile."

Speakers at the event included Nielsen Korea's Yoo Do-hyun, Media Research Division Representative, LG Electronics' Park Jae-hyun, Manager, and AIA Life's Heo Jong-hun, General Manager, who introduced mobile's ripple effects and potential, Facebook Canvas and video advertisement cases, and enabled attendees to resolve additional questions through Q&A.

The key content of the presentations is posted in English on the Facebook Business website (https://www.facebook.com/business/news), and will be posted in Korean within two weeks.