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Facebook begins testing its most comprehensive mobile ads to date


By Minda Smiley, Reporter

September 3, 2015 | 3 min read

Facebook has announced that it is now testing the ‘creative canvas’ mobile ads that it shed light on at Cannes earlier this year.

The new mobile format functions more like an app in that it allows advertisers to integrate videos, photos, text, and links in a seamless way. The content is also built into Facebook’s app so users don’t have to click to an external site for viewing.

Gatorade, Michael Kors, Mr. Porter and Carrefour Spain are among the small number of brands that are currently testing the ads.

Kelly Graziadei, director of ads product marketing at Facebook, said: "In June, we shared our vision of a creative canvas for marketers to develop immersive experiences with native speed and responsiveness on Facebook. 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."

Vice president of social media at Big Spaceship Victor Pineiro described the new format as an inevitable next step for Facebook given the evolution of user behavior around social networks.

“Second wave social platforms like Snapchat and Instagram are designed to be insular experiences that don't lead outside of themselves – Hotel Californias that you can never leave. But users have also stopped clicking on links within Twitter and Facebook, so that marketers are forced to optimize for on-platform success. The new ads allow for microsite-like experiences without forcing users to leave the platform,” he said.

He added that Facebook’s ad targeting capabilities mixed with the new interactive elements of the ads combine the best of both worlds, and that he can see this move significantly changing how much advertisers spend with Facebook since the entire experience can now be built within the platform.

The move comes as Facebook tries to provide more opportunities for advertisiers who are looking to ramp up their mobile efforts.


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