Facebook makes interactive ad package available
Facebook has announced the introduction of new ad formats that increase interactivity and strengthen dialogue with the audience.
Video with polls in News Feed
The first new feature is the ability to create video content containing polls published in Facebook News Feed and displayed on mobile devices. Initial findings show that poll ads increase brand awareness to a greater extent than video ads, lifting it in 5 out of 9 cases. The new solution will be available worldwide as early as this month.
Augmented reality in ads
A growing number of advertisers are also aware of the potential of ads created using augmented reality (AR). In the US, 63% of surveyed internet users say they have tried an AR creative created by a brand. Facebook announced the expansion of AR ad capabilities to more advertisers, starting open beta tests worldwide this autumn.
Playable ads and the Vans case study
In addition, the company decided to expand its catalog of interactive formats with playable ads, which, by inviting the audience to engage with a game contained within them, help increase conversion rates. The Vans brand, together with Facebook Creative Shop, created a game in which the player takes on the role of a Vans brand legend – Steven Van Doren – who, descending a mountain slope, must collect as many points as possible. The playable creative increased ad recall by 4.4 points and the brand favorability score by 2.4 points.
If we look at marketing currents and trends, we will conclude that they are concurrent with culture rather than trying to change its framework. The fundamental element of the new ad formats (polls, augmented reality, playable ads) on Facebook and Instagram is dialogue. – said Robert Bednarski, Country Director Facebook CEE.
More can be read at: https://www.facebook.com/business/news/facebook-invites-people-and-businesses-to-play
Summary
Facebook is expanding its catalog of ad formats with interactive solutions: video with polls in News Feed, AR ads, and playable creatives. Video polls increase brand awareness in 5 out of 9 cases, and in the US, 63% of internet users have already tested brand AR creatives.
An example of a playable ad is the Vans campaign, which increased ad recall by 4.4 points and brand favorability by 2.4 points. As Robert Bednarski of Facebook CEE notes, the new formats focus on dialogue with the audience, concurrent with culture.
