Facebook rolls out new mobile advertising format for retailers – Collection

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With 45% of shoppers now using their mobile devices to make informed decisions about the products or services they are interested in, smoother mobile experiences are key to ensuring consumers return.

As mobile advertisers are jumping on the opportunity at hand, Facebook has rolled out a new mobile advertising format, which it hopes will boost audience interest by visually inspiring mobile shoppers.

Called ‘Collection’, the new advertising format lets retailers display video and images above product images. If a consumer then clicks on an ad, s/he is taken to an immersive, fast-loading shopping experience on Facebook that combines up to 50 products at a time.

By tapping on a product, a product detail page can be launched on a retailer’s website or app.

Among the brands that have already tested the format are Adidas and Tommy Hilfiger.

Rebecca Watts, Performance Marketing Senior Specialist at Adidas, says:

“This new ad format has everything we need to introduce a new product and drive sales. We used collection to showcase a video highlighting the technical features of the Z.N.E. Road Trip Hoodie. People who tapped on the ad were instantly taken to a full-screen shopping experience that included complementary Adidas products to complete the look. Collection has outstanding cross-selling capabilities, and we’ll certainly explore this new format again to inspire and increase sales.”

Fashion brand Tommy Hilfiger used the new format to boost its latest collection by creating consumer experiences that entice digitally savvy shoppers.

The brand’s Chief Brand Officer, Avery Baker, added that ROI increased by over 200% using Collection.

In addition, retailers get to take a closer look at their ad performance with Facebook soon testing outbound click metrics.

Facebook says that the new analytics feature will show number of clicks that lead consumers off Facebook and onto a retailer’s website. This should provide a better measure of just how successful ads are in driving purchases.

Naturally, advertisers with Instagram ads will also be able to view outbound clicks.

The feature will be tested over the coming weeks.