Facebook is rolling out a suite of new interactive ad solutions starting Friday including Poll ads, Augmented Reality (AR) ads, Instagram poll stickers for Stories ads, and Brand Playables.
Interactive Ads enable instant two-way communication and get people involved, which is a natural fit for how people, especially the youth, engages on mobile phones. 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.
“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.
Increasingly digital advertising is changing from a one-way push communication to an ongoing dialogue powered by creativity. “This behavior is unfolding across our family of apps. Already, 60% of businesses on 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,” said May Seow, APAC Creative Strategy Lead, The Creative Shop at Facebook.
Facebook is now bringing video poll ads to Facebook mobile feed, globally available this month. Poll ads allow advertisers to insert polls to video ads and enable an interactive, personalized advertising experience. Facebook is launching three variants of poll ads, and each will support the reach, brand awareness objective (BAO), traffic, and app installs objectives:
· Poll Only: enable advertisers to interact with their target audience to drive brand lift.
· Poll plus Watch & Browse: enable advertisers to capture peoples’ preference for personalized journeys on their websites.
· Poll plus Watch & Install: enable advertisers to interact with people and drive them toward an app install.
Advertisers can insert a poll question and two corresponding response options to a video ad campaign in the Facebook mobile News Feed.
For businesses, the augmented reality opportunity is clear. Facebook is now expanding this AR opportunity to more advertisers, entering open beta for AR Ads globally over the next few months.
Facebook is also expanding its playable ad format that allows people to play a game to drive downloads, conversations, and brand objectives. For instance, Uber India used the Playable format for a campaign during the 2019 Cricket World Cup and saw 3X higher ad recall lift rate and 10% higher click through rate (CTR) compared to other brand awareness campaigns.
The expansion of playables is now available for all advertisers globally.