Facebook Inc. is pushing advertisers to be more creative and strategic with the endless data the social networking website has on its 1.4 billion users. The company is promoting a variation of marketing tactics, such as distribution of different types of the same ad depending on viewer preferences. In addition, marketing executives are also preparing advertisers to implement Facebook’s data-focused ads on Instagram.
Facebook's advertising revenues have seen a boom in the first quarter of 2015 wherein 73 percent came from mobile. Every month, there are at least 1.25 billion people who visit the social media site through their mobile devices and tablets, which is a 25 percent increase when compared to last year's figures.
As mobile continues to boom while the company pursues its "mobile-first" focus, Facebook is now planning to build new format ideas for mobile advertising which it hopes will create more immersive and more engaging consumer experiences on mobile devices.
The move is also in response to the growing demand of advertisers to have richer and more interactive mobile experiences. According to Facebook, ad experiences should feel more natural and should catch more users' attention when they scroll through the News Feed.
In a presentation at Cannes Lions this week, Facebook's chief product officer Chris Cox showed ad buyers mock-ups of a new mobile format that takes over a screen after a user clicks on it from the news feed. Once a promo is expanded, it turns into a browsable mini-website.
The new ads are meant to change the way users would view content. Facebook wanted these contents to be completely accessible within the social media's environment as opposed to redirecting users to the sites of the advertisers.
The annual Cannes Lions festival in France is the largest global gathering of advertisers. Facebook is using the event to emphasize efforts in meetings with clients and ad agency executives — a move expected to push the company’s 8% share in the $145 billion global advertising market. Ad targeting seems to be a concern, however, although the company is about to change the existing ad format on Instagram beyond age- and gender-focused advertising.
"If you look at mobile-awareness units available to advertisers today, for the most part, they're either highly interruptive to the user or they are a piece of content users can simply scroll past," said Chris Tuff, evp and director of development and partnerships at 22squared. "This new offering is what truly immersive mobile experiences should look like, and it will be vying for both mobile-ad and TV dollars."
"We're trying to become an industry leader to delivering great experience with limited network [capabilities] and devices," added Cox.
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