Facebook has plans to discuss new mobile ad formats and advertising opportunities at the Cannes Lions advertising festival in France on Tuesday. Through the new format, the social networking site is looking to offer a more immersive experience for the consumers and greater value for its advertisers, says a report from the Wall Street Journal.
Enhancing ad experience and effectiveness
The initial version of the new ad offering shows the ability to create fully branded, interactive destinations within the Facebook page, including full-screen video product information and other content. The transformation looks like an effort to earn ad dollars from big brand advertisers who otherwise could prefer TV to get their messages to the consumers.
Furthermore, Facebook noted that it is looking to work in collaboration with marketers to test, develop and enhance the new ads before launching them on the platform. In this regard, Facebook is holding meetings with the marketers to get their feedback.
Similar to the Facebook publisher that loads the Instant Articles in a shorter time, the new ads could attract users to content that are exclusively designed for Facebook as opposed to advertiser’s sites. These ads will thus require less time to load, and would be more responsive for menus or other tools.
Facebook tapping mobile ad opportunities
Chris Cox, Facebook’s chief product officer, will discuss the new ad formats at Cannes Lions advertising festival. During an interview with the WSJ, Cox said that users are seeing a lot of new interactions on mobile platforms, and the company is making efforts to find out what they will look like in the next few years. The Menlo Park-based company stated that new opportunities are surfacing as advertisers are demanding richer, more interactive experiences on mobile.
Cox said that the company wants to deliver an ad experience that feels natural on a smartphone, and make them attractive enough to get users’ attention while they are going through the News Feed.
“We’re trying to give marketers a canvas that’s more engaging,” Cox said, adding that Facebook is determined to become an industry leader in offering a great experience with limited network and devices.
Mobile is one of the biggest growth avenues for Facebook with around 1.25 billion people accessing the service from the smartphones and tablets each month, an increase of 25% from the previous year. Mobile ads contributed around 73% of the company’s advertising revenues for the first three months of 2015, an increase from 30% for the same quarter in 2013.