London: Facebook`s chief operating officer Sheryl Sandberg has defended the social networking giant`s mobile advertising plan, despite concerns that users will be bombarded with unwanted messages.
Facebook will release a new software with the help of which business firms can send ads directly to users` smartphones, even if the homescreen is locked.
At Facebook`s headquarters in London, Sandberg pointed out that the `size of the audience makes this, the phone, a mass medium, and it is as important to a marketer as TV `.
According to the Guardian, the new move is part of Facebook`s drive to take over the mobile platform, which Sandberg said may soon be a more important advertisement vehicle than television.
Sandberg said the company had monitored the aggregate engagement of users who saw ads on their mobile apps and those who did not.
So far, we`re very pleased with the results," she added.
When asked whether the social network was concerned about placing too many ads on users` handsets, she said the firm`s `goal is not to increase the number of ads you receive, but to increase the usefulness of those ads to you.`