Facebook has made strides in the world of digital advertising. Whether you’re telling a story through video or photo ads. Or choosing a certain objective with lead ads, dynamic ads and link ads. Facebook’s desktop and mobile-friendly ads constantly develop the tools and technology for marketers to tap into their monthly 1.8 billion user audience. The introduction of their newest ad product, “Facebook Collection” continues to push the boundaries on how people experience ads within the social platform.
In 2016, Facebook rolled out Canvas ads, aiming to provide a better user experience and improve ad performance. Brands like Burberry, Coca Cola and Lowes quickly rolled out Canvas ads with eye-catching creative. Their performance was incredible, 53% of people who opened a canvas ad viewed at least half of the it, and stayed for up to 31 seconds. To put this in perspective, the average attention span of mobile user is about 8.5 seconds!
Video Drives Sales
According to Facebook, three in four consumers say that video is the main driver in influencing their purchasing decision. Users want to interact with the ad, so the technology behind it is as important as the content within it.
Facebook Collection Ads
With Facebook’s aim to maintain users on their platform or app rather than traveling out into the web. Their newest ad product: “Collection,” provides a way for retailers to get their audience to “window shop” within the Facebook ad. As a user scrolls through the feed, Collection ads will appear as video or image ads that will allow the attachment of a carousel with up to 50 products beneath it.
Once a user clicks on the ad, they are taken to a shopping experience within Facebook, where they can click on an item leading them to the brand’s site to finalize the purchase. The purchase will not happen within the Facebook interface, but Collection will provide a way to funnel traffic to make purchases on your site.
While the ads have yet to roll out, Adidas and Tommy Hilfiger have already tested them. Adidas reported a 5.3x return on ad spend and Tommy Hilfiger claimed a 2.2x higher return on ad spend.
With this new format, brands have a means of introducing new products and driving sales. They provide an opportunity to improve the user shopping experience and reduce bounce rates on a brand’s site. Along with the release of this feature Facebook will be testing new outbound click metrics to show the number of clicks that lead to third party sites or apps with the aim to show people’s paths through the entire ad experience.
“Collection” will release in the coming weeks, but in the meantime check out Pinterest’s promoted videos. At Agency Entourage we help clients meet their business objectives through a variety of Facebook ad products. If you haven’t set up a Facebook ad campaign, or need some help getting the most out of it, we can help you!