What Happened
Facebook continues to diversify its mobile ad offering by bringing its autoplay video ads to third-party mobile apps that utilize its mobile ad network, Audience Network. Moreover, the social network is also extending its slideshow-like carousel ads that first debuted on Instagram to non-Facebook apps, as well as its dynamic product ads that allow retailers to target shoppers who had previously browsed on their ecommerce sites.
What Brands Should Do
Mobile ads, especially those in the mobile web, have been widely criticized for dragging down access speed and undermining the mobile experience. By employing the new in-app ad formats, brands and marketers may find a way to skirt around some of the common issues plaguing display ads in mobile web, while also discovering new, efficient ways to reach consumers in today’s mobile-first world. As of right now, Google’s mobile ad network doesn’t support autoplay video ads or other high performing ad units that Facebook offers.
Source: Marketing Land
