Sheryl
North America remains a really important market for us and as you said we had growth we are very happy with its still true for that any client no matter how big they are for us we represent a really tiny part of their ad spent and we represent an under investment in terms of where they can reach their consumers so we believe by continuing to make these investments we can continue to grow you know we get 20% of peoples time on mobile phone in the US between Facebook and Instagram.
You know we don’t get close to that in terms of any ones marketing spend or the time they spend. We say to our clients over and over again is that we want to drive their business and that’s probably the most important thing we are doing for these large North American spenders is around the measurement work we have done. Two years ago we were not able to measure all the way through to purchase off the shelves and we can, yesterday we rolled out a product we called lift which is really the next consideration of measuring our capabilities and enables large customers to go in and setup ads with control test groups that today can a/b test, this group of people saw a Facebook ad, this group of people didn’t and they can measure all the way through to conversion of whatever they are measuring, but there is online conversion to a sale we think measurement out there online in digitally is not particularly accurate, people don’t have real people based measurement through our investments in atlas and through our investments in the core Facebook measurement tools, we think if we can the and show ROI marketers are getting and we can increasingly do so we can continue to penetrate in north America market.
Dave
Ben its Dave, so also on building on what Sheryl said you know worth noting that the drop in the value of international currencies impacted our results outside the US, some of what you are seeing here is the result of that it reduced the revenue growth rate by 7% to 8% in the different international regions so that’s a big reason why you see the US doing much better as well as the fact that it’s a more advanced market in what we have done in terms of just building up the advertiser base and getting it option off our best targeting products which Sheryl is talking about.
Going to your question on pricing growth, I just reiterate what I said in my comments its largely due to the right hand column re design and then also the shift to mobile where we don’t show right hand column and that’s really whats causing the pricing shift you know that’s fundamentally worth, we just get better at targeting that drives better engagement and as we get better engagement, that drives better ROI for our advertisers which ultimately I think Sheryl commented on earlier gets reflected in better pricing for our ads and that’s a big opportunity for us and we are seeing we are getting better and better in driving engagement from the ad units that we have and getting it right ad in front of the right person so that’s a big factor as well.
Operator
Your next question comes from the line of Douglas Amas from jp morgan, your line is open.
Douglas Amas your line is now open.
Your next question comes from the line of Brian Wiser [Unidentified Company Name], your line is open.
Brian Wiser
Hi thanks for taking the question, first I was wondering if you could talk about the degree to which you can think proving video content is or is not necessary to optimally capture budget from advertisers that might otherwise have gone to tv you have couple of initiatives around bbc and nfl and so curious for you to share your thoughts on that and separately I’m not quite sure using atlas and specially those who are new to atlas, do you get a sense of their spending on digital media is changing or so how are they alternatively are they happy with the campaign management tools. Thanks very much.
