Facebook Touts More Immersive Mobile Advertising to Cannes Crowd

Facebook Inc. previewed a number of new ad formats for its mobile-phone platform, developed with advertising agencies in a bid to lure more users push products on the site.

Facebook’s Chief Creative Officer Mark D’Arcy demonstrated a number of campaigns the company helped develop for brands such as J. Crew, Amazon, Coke and Poland’s Lot Airlines. The company’s shares were up 2.6 percent to $86.90 at 1:12 p.m. in New York trading, having earlier risen as much as 3.3 percent to a record and giving Facebook a value of $244 billion.