What Happened
Just in time for the holiday shopping season, Facebook has reportedly started testing a new ad product in News Feed that let retailers feature multiple products in a multi-click format. Retailers including the Lowe’s and Michael Kors are already testing the new ads, which features a primary image or video supported by a row of product images underneath. A click on this type of ad opens an in-app page showcasing additional products whereas a second click redirects shoppers to the retailer’s website.
Facebook continues to diversify its News Feed ad products as the holiday season draws near. This new shopping ad comes just a few weeks after Facebook-owned Instagram debuted shoppable posts that allow brands to include product information and direct links in their photos. Last week, the social network introduced News Feed ads that can direct users to start a conversation with a Messenger chatbot.
What Retailers Should Do
With these direct-response ad products newly available on Facebook and Instagram, retailers will have more options to choose from as they leverage these more sophisticated interactive formats to drive sales or conversations. With worldwide mobile internet usage officially surpassing time spent on desktop, retailers wishing to reach the holiday shoppers need to take advantage of the in-app shopping ads available to effectively engage with them on mobile.
Source: AdWeek
