Facebook’s new ad formats, unveiled Thursday, have one goal in mind — getting people to interact more on the platform and, of course, with the advertisers that surge through its system.
The idea essentially builds on the popularity of GIFs, likes, emojis, filters, stickers and the like — which is no surprise given that the 1 billion stories coursing through Facebook, Instagram and WhatsApp daily are rife with face filters and animations.
Creativity is key in surprising, delighting, informing and connecting with audiences, explained Mark D’Arcy, Facebook’s vice president of global business marketing and chief creative officer. “Advertising needs to work harder than ever to be more relevant and rewarding for the people we’re making it for,” he said.
Think of it as fewer words, more visuals.
Instagram’s poll stickers earlier this year paved the way for Facebook’s video poll ads, which will be hitting mobile feeds this month. In its early findings the company said it saw poll ads boosting brand awareness over video ads alone in five out of nine brand-lift studies.
Facebook, which owns Oculus, is also a major proponent of AR and VR. According to the company, 63 percent of online users surveyed in the U.S. have given a brand’s AR experience a go.
For cosmetic brands in particular, AR ads would allow users to try on a selection of make-up without requiring them to download a separate app or go to another web site. Facebook plans to open up a global beta test for AR Ads this fall.
Lastly, playable ads seem to be growing up. Instead of just offering mini games that entice users to download apps, brands are now able to use them to drive awareness or other marketing objectives.
Fashion styling game, anyone?
In another example, Facebook cited a holiday game developed by Vans.
The footwear company, alongside Facebook’s Creative Shop, let “people guide Vans legend Steve Van Doren down a mountain, collecting gifts along the way,” according to the blog post.