Published On: Thu, Mar 23rd, 2017

Facebook introduces a new ad format — product-focused ‘collection’

Facebook is introducing a new ad format that should assistance retailers showcase their products.

The final large further to Facebook’s ad lineup came final year, with a launch of Canvas, a fast-loading, abounding media ad. Like Canvas, a collection is combined privately for mobile, and seems designed to win users over in a Facebook app — before directing them to a advertiser’s mobile website.

Facebook monetization executive Maz Sharafi told me a idea with a collection format is “to unequivocally build a good new selling knowledge for people and to assistance marketers unequivocally expostulate find and sales in mobile.” Collections are also designed to be easy for merchants to set up, with Facebook doing a complicated lifting of selecting a right products to showcase from a merchants’ broader catalog.

Sharafi combined that collections take advantage of a series of broader trends: The expansion of mobile commerce and video, and a augmenting significance of quick opening on smartphones.

So a ad shows adult in users’ News Feeds — it leads with a video or image, followed by 4 product images below. If someone taps on a ad, it opens adult a broader catalog of adult to 50 opposite products. Then if they daub on a specific product, they’ll go to a advertiser’s website or app to make a purchase.

Sharafi pronounced that while a advertiser can select a initial 4 products that uncover adult in a collection, a rest are automatically comparison by Facebook, formed on a merchant’s preferences and on user targeting, aiming to emanate an knowledge that’s “as applicable as probable for a consumer.”

Facebook is also announcing a change to a approach advertisers can magnitude their results. For units like collections and Canvas, it won’t only tell advertisers when someone clicks an ad — it will also magnitude outbound clicks, namely when someone clicks out of a ad to a business’ website. This will also be accessible to advertisers on Instagram.

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