Dive Brief:
- Facebook is testing a new mobile ad format it is currently calling “immersive experiences” that offers advertisers the entire mobile screens with content, full screen video and interactive elements.
- Facebook users will reach the more immersive ads by users tapping on ads in their newsfeed.
- The new mobile ad format was announced by Facebook at the Cannes Lions festival in early June.
Dive Insight:
Mobile marketers on Facebook are about to be able to reach audiences with a new mobile ad format that doesn’t have an official name, but what the company is describing as “immersive experiences” for users. Facebook users can tap on an ad in their timeline and be taken to the more media format that includes full screen video, product information and interactive elements.
Kelly Graziadei, Facebook’s director of ads product marketing, said in a statement, “We recently began testing this product through campaigns from leading marketers such as Gatorade, Michael Kors and Mr. Porter. 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 new ad format has been called more of an app than an ad experience, and the ads actually “live” in Facebook’s app rather than sending users to an external webpage.
