Mobile video advertising has fast become one of the most efficient ways to reach and engage audiences. However, video performance can be sluggish in emerging markets where connectivity is slow, expensive and feature phones dominate. In order to combat these issues and help businesses reach consumers in emerging markets, Facebook recently announced the availability of video-like ads for emerging markets. Slideshow ads are a new breed of light-weight video ads created using a series of still images.
Facebook adds slideshow ads
Marketers can now upload three to seven still images to create their video ads in a 5-15 sec slideshow format. This eliminates the need for costly video productions, saves time and results in more easily playable ads for people on basic devices or those with slow connections. Facebook says that slideshow ads are up to 5x smaller in file size than a video of the same length. Ads are soundless.
“We are pleased with how the Facebook slideshow campaign performed across our key markets in Africa, particularly in Nigeria and Kenya. The campaign over-delivered on reach by one million and had a 10 point increase in ad awareness in Kenya. We recognize that our consumers may have constraints when accessing video content, hence the slideshow option by Facebook is spot on in enabling us to still deliver impactful and quality content. As such, we are excited to use the slideshow feature to deliver high quality content from Coke Studio Africa to our consumers on the continent.”