Facebook launches slideshow mobile video ads in emerging markets

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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


Source: facebook.com

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.

Coca Cola has been one of the first major brands to test the feature in Kenya and Nigeria. The company ran a video ad to showcase the new season of its Coke Studio Africa series. It combined images taken from video screenshots to create a sequence with basic text to run the story as a slideshow on Facebook. The campaign reached two million people – twice the company’s goal – raising awareness by 10 points in Kenya.
Ahmed Rady, Marketing Director, Coca-Cola Central, East and West Africa, says:
ahmed rady
“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.”