Facebook has introduced its new carousel ad format for smartphones, claiming the US takeaway delivery app foodpanda has boosted its click-through rates by 180% and reduced its cost per impression by 39% by using the new format.
The carousel format allows advertisers to place up to five images with links in a single interactive ad, with the interactive ads also allows users to swipe between images.
Aside from direct response and brand awareness campaigns, the new ad format will also allow app developers to prompt users to install an app, or deep-link to in-app content in a manner similar to Google’s mobile ads.
In a post on its Facebook for Business blog, the social media giant notes automaker MINI, jewellery company MVMT Watches and US luxury goods department store Neiman Marcus have all successfully run campaigns with the format.
The new format is available through Facebook’s ads API, Power Editor and Ads Create Tool.
The carousel format introduction comes after Facebook introduced new desktop ad formats and extended capabilities for advertising to similar audiences last month, as well as product ads in February.
ABOUT THE AUTHOR
COMMENTS
SmartCompany is committed to hosting lively discussions. Help us keep the conversation useful, interesting and welcoming. We aim to publish comments quickly in the interest of promoting robust conversation, but we’re a small team and we deploy filters to protect against legal risk. Occasionally your comment may be held up while it is being reviewed, but we’re working as fast as we can to keep the conversation rolling.
The SmartCompany comment section is members-only content. Please subscribe to leave a comment.
The SmartCompany comment section is members-only content. Please login to leave a comment.