As more consumers move to social networks to consume their media, marketers have followed suit and found ways to start advertising on those platforms. Unlike on traditional channels like newspaper and tv ads, customers could not easily get rid of these ads. On social networks and the internet overall, however, this can be done very easily through various free ad blocking software.This leads to two different options. Marketers could get discouraged and give up on the attempt to engage in conversation with customers, or they could take lead and innovate the playing ground.
Facebook has been working on a new way to advertise to customers in a way that customers want to be engaged with – through an app-like experience! These new format consist of a normal news feed ad that once clicked on, it leads to a personalized blank canvas for marketers to create compelling experiences to customers.
- Ads living within the Facebook app –> this leads to faster load time
- Blank canvas format –> allows unique customization of content
- Compatibility for multi-media: full-screen video, carousel photos, and interactive photos
- This include:
It does seem to be currently missing an in-app e-commerce platform, but can provide a link to an e-commerce landing site, which would provide Facebook with a second tier CPC revenue stream!
Michael Kors, Carrefour Spain, Gatorade and Mr Porter seem to be the pioneers of the service. Experience this new app-like ads experience for the latter two brands bellow!
Further Readings:
– Facebook To Outline New Ad Formats for Mobile in Cannes
– Apple’s iAd Not Game-Changing, but Will Move Market
– Microsoft Builds Its Own iAd for Windows 8 Apps