A new immersive ad format, called Facebook Collections, will debut soon on the social network, which includes support for different media in a single post…
Facebook is unveiling a new type of immersive ad unit, called Facebook Collections. The new format supports video, product images, canvas elements, all right within a single post.
Facebook Collections, Immersive Ad Unit, Coming Soon
The main element pushed in the upcoming ad format is video, but images and other media is also eligible. Brands are able to placed related products beneath the main ad content. Brands can let Facebook select the featured product or opt to select their own featured product. When users click or tap on any of the media in the ad unit, the network sends them to a catalog, which can contain up to 50 items.
The new ad format taps into the highly popularity of video content. A full 75 percent of consumers report that watching video on social media influences their purchase decisions, according to Facebook.
In addition to launching Facebook Collections, the company is working to improve its analytics reporting, to coincide with the roll out of the new ad unit. “Facebook will also report outbound clicks for ads running on Instagram that carry links to off-Instagram domains, like a brand’s Facebook Page or the brand’s own site. Eventually, these Instagram-specific outbound click stats will be pruned to only count clicks to a non-Facebook property,” Marketing Land reports.
Facebook remains the dominant paid social ads network, outperforming Instagram, LinkedIn, Twitter, Snapchat, Pinterest, and Tumblr. Facebook leads with a 61 percent market share, while the others claim the remainder. Data from eMarketer predicts Facebook will account for two-thirds of all social media ad revenue in 2017.
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