Facebook's New Mobile Ads
Facebook is giving advertisers access to new types of interactive ads, including AR ads and video poll ads.
Video Poll Ads
Users prefer content from brands that inspires some form of interaction, Facebook says:
“People want to be included in your next big idea and are using new innovative ways to do it — less words, more GIFs, Lives, Reactions, emojis, face filters, and stickers…
Already, 60% of businesses on Instagram use an interactive element like @mention, hashtag or poll sticker, in Stories every month.”
One of the ways in which Facebook is helping advertisers embrace this trend is through introducing video poll ads.
After the successful roll out of poll stickers for Instagram Stories ads earlier this year, Facebook has decided to bring a similar feature to mobile news feed ads.
“… we are now bringing video poll ads to Facebook mobile Feed, globally available this month. In our early findings, we’re seeing poll ads in Feed drive increased brand awareness and conversions. For example, in 5 out of 9 brand lift studies, we observed poll ads increased brand awareness compared to video ads.”
Augmented Reality (AR) Ads
In addition to polls, another popular way of generating engagement is through face filters and animations.
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Facebook highlights the opportunities for businesses when it comes to AR:
“… in the US, 63% of internet users surveyed say they’ve tried an AR experience created by a brand.3 For WeMakeUp, AR Ads on Facebook enabled customers to try on its latest shade of lipstick, and as a result the brand drove a 27.6 point lift in purchases with the average person spending 38 seconds interacting with the ad unit.”
To help more businesses take advantage of this opportunity, Facebook is expanding AR ads to more advertisers. An open beta for AR ads will be available globally this fall.
As Facebook expands its AR ads to more advertisers it will also be expanding its playable ad formats.
This includes ads that allow people to play a game to drive downloads, conversations, and brand objectives. The expansion of playable ads is rolling out now.