Facebook rolls out new ad solutions

Facebook said it is rolling out a suite of new interactive ad solutions including poll ads, augmented reality (AR) ads, Instagram poll stickers for stories ads, and brand playables. The new ad solutions, Facebook said, are built on ‘people’s natural desire to interact, engage, and touch.’

With the festive season coming up in India, this suite of interactive Ads can help advertisers engage with their consumers in new and interesting ways, the social media giant said.

“At Facebook, we build for people first. This means our products, services, and Ad solutions have evolved to meet people’s growing desire to engage and participate in ideas. This is also a key reason why they have delivered consistent business results for our advertisers, large and small. In the age of reducing attention spans, Interactive Ads are one of the most effective ways of holding the attention of the consumer. They are also easy to execute – a poll Ad can be created in just five seconds. The new Ad bundle will especially add value to brands looking at high-engagement festive campaigns,” said Sandeep Bhushan, director and head of Global Marketing Solutions (GMS), at Facebook India.

May Seow, APAC creative strategy lead, at the Creative Shop at Facebook said 60% of businesses on photo sharing app Instagram use an interactive element such as @mention, hashtag or poll sticker, in stories every month. “What started with exploring new things on mobile has morphed into vast and varied conversations that welcome people’s participation and will eventually immerse them into shared experiences. To help brands further embrace this trend, we are announcing new ad solutions that encourage a playful experience between people and businesses, and deliver results,” she said.

Facebook is now bringing video poll ads to Facebook mobile Feed, globally available from this month. Poll ads allow advertisers to insert polls to video ads and Facebook said it is launching three variants of poll ads: Poll only, which enable advertisers to interact with their target audience to drive brand lift, poll plus watch and browse which enable advertisers to capture peoples’ preference for personalised journeys on their websites plus poll plus watch and install, which enables advertisers to interact with people and drive them toward an app install.

“In early findings, we’re seeing poll ads in Feed drive increased brand awareness and conversions. For example, in 5 out of 9 brand lift studies, we observed poll ads increased brand awareness compared to video ads,” Seow said.


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