Author: Peter Adams / Source: Marketing Dive Dive Brief: Facebook has rolled out a new, mobile-centric video ad format called Collection
Dive Brief:
- Facebook has rolled out a new, mobile-centric video ad format called Collection that is already being used by Adidas and Tommy Hilfiger, the company announced in a blog post.
- Collections are built on a “primary video” or image that, when clicked on, takes viewers to an immersive, fast-loading page that can include up to 50 products. By tapping on a specific product, users are redirected to the product page on a retailer’s own website or app where they can complete their purchase.
- The Facebook blog post cited research that suggests 45% of all shopping journeys include a mobile action, but also that slow load times cause friction in that process.
Dive Insight:
The mobile Collection format arrives at a time when Facebook is searching for new revenue streams outside of traditional display advertising on its News Feed, with video marketing becoming a core focus. Social commerce has interestingly never been an area where the platform has thrived despite its best efforts, as Recode points out; however, Facebook has seen some traction with a shoppable offering similar to Collections…
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