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In its ongoing ad expansion, Facebook ( FB ) has doubled the length of video ads on Instagram to 60 seconds, with T-Mobile ( TMUS ) and Warner Bros. the first to jump aboard. Facebook derives more than 96% of total revenue from advertising, with video ads deriving a premium price. The social networking giant has been methodical in rolling out video ads on its products, including its photo- and video-sharing app Instagram, as the company says that its priority is user experience. “We recognize that advertisers have a variety of creative resources and want to bring more choice to help them reach their business goals,” an Instagram spokeswoman told IBD in an email exchange. “Instagram allows brands to amplify campaigns and build anticipation heading into key moments in time,” such as the Super Bowl football game Sunday or a highly anticipated movie premiere, she wrote. T-Mobile is using the new 60-second ad format to promote bonus scenes of their Super Bowl ad spot. Warner Bros. Entertainment, a division of Time Warner ( TWX ), used the 60-second format to promote its new movie “Me Before You.” On June 3rd #LiveBoldly. Based on the best-selling novel by @jojomoyesofficial, here’s the first trailer for #MeBeforeYou, starring @emilia_clarke and @mrsamclaflin. A video posted by Me Before You Movie (@mebeforeyouofficial) on Feb 3, 2016 at 8:00am PST Instagram has more than 400 million users; Facebook and Instagram are the two most important mobile advertising platforms. Facebook continued to show that it is king of social media last week with a report of fourth-quarter earnings that soundly beat expectations on booming mobile ad revenue. Facebook reported ad revenue of $5.84 billion, up 52% year over year. Mobile advertising revenue shot up 69% vs. a year earlier, accounting for 80% of total ad revenue. We’re in the #BigGame with @ChampagnePapi. #YouGotCarriered A video posted by tmobile (@tmobile) on Feb 3, 2016 at 8:37am PST Facebook does not break out Instagram revenue, but COO Sheryl Sandberg in the Q4 earnings conference call said, “We’re pleased with the growth on Instagram.” Facebook has more than 2.5 million active advertisers, with 98 of the top 100 advertisers on Facebook also advertising on Instagram. In the past year, Facebook has been more aggressively expanding ads on Instagram and offering better analytics and measurement tools. Facebook competes with Apple ( AAPL ), Alphabet ( GOOGL ), Microsoft ( MSFT ), Twitter ( TWTR ) and others to attract more advertisers. Facebook is also expected to introduce ads on its messaging platforms, WhatsApp and Messenger, down the road. Facebook CEO Mark Zuckerberg, in the Q4 earnings call, suggested that ads on WhatsApp and Facebook Messenger, which now has 800 million users, are in the works . Facebook stock fell 1.8% to close at 110.66 in the stock market today . Facebook stock hit an all-time high of 117.59 on Tuesday. Scalper1 News
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