Facebook, last week, began testing its new mobile ad format, after it had unveiled the concept at Cannes Lion in June. The new adverts resemble sponsored posts in Facebook’s News Feed, but open up when tapped to expand into full view. The ads are a more condensed version of the brand’s website and include video, image carousels, and interactive features such as photos to swipe.
Online retailer Mr Porter is testing the new ad format
Similar to Instant Articles, the ads are only viewable from within Facebook, reducing load times and offering more responsive functionality. Kelly Graziadei, Director of Ads Product Marketing, Facebook, says:
“We look forward to seeing how marketers use this surface to create compelling experiences for people and drive key objectives, including brand affinity and direct response.”
The first four brands to test the new formats are Gatorade, Michael Kors, Mr Porter and Carrefour Spain. A Facebook spokesman confirmed that the ads were being tested first and there was no official date for their roll-out as of yet.
In addition, Facebook also announced new features for its Conversion Lift tool, which measures Facebook ads. The latest update allows marketers to understand exactly which of their Facebook ads are driving their ad objective best. Advertisers are able to compare multiple ads with a similar objective to find out which ads are working best.
Facebook updates Conversion Lift
Among those who tested the feature, cloud website builder, Wix, discovered that direct-response-only campaigns promoted subscription growth. However, when combined with direct response video ads, subscriptions rose even further. Brad Smallwood, VP of measurements and insights, Facebook, says:
“When we’ve gotten feedback on the Conversion Lift stuff, one of the big improvements we were asked for was, ‘I want to be able to test more things as I run campaigns, as opposed to just finding out if it worked’.”
Facebook conversion lift tests can be set up to optimise multi-channel campaigns and ultimately help advertisers to better understand ROI.