Dive Brief:

• After first launching the Slideshow ad format a year ago, Facebook is now rolling out an update that allows for the ads to include text and music, according to a company blog post. 
• Facebook has also integrated its stock image database and Pages Photo Library with Slideshow ads, allowing marketers to use available stock photos, photos from their Pages, and upload new images. 
• The update also lets marketers create Slideshow ads from their mobile devices.

​Dive Insight:

Facebook’s Slideshow ad unit was initially introduced as a “video-light” format where a string of individual images could be combined to create a video-like multimedia experience, especially in emerging markets like India, East Africa and South America where full-on video ads were too data-heavy for the average user. Brands such as Coke and Nestle took advantage of the format for just that purpose, while other marketers found Slideshow ads were a way to stand out in all markets as an alternative to the growing ubiquity of video ads.

Here's one example of how brands are taking advantage of the ad unit: Unilever created a Slideshow ad for its Paddle Pop ice cream brand in Indonesia by simply turning existing TV ad content into stills optimized for a mobile audience.

Facebook initially announced the text and music addition to Slideshow ads along with a “video-to-slideshow” creation tool making it easy for any marketer with video content to create an ad earlier this year at the Cannes Lions festival.