With both its main social and Messenger apps doing well on the mobile front, it shouldn’t be a surprise that Facebook wants to roll out an effective ad program for mobile advertisers. But what exactly does it have in mind Well, thanks to a new video, Facebook has just provided an idea.
Re/code recently reported that the company rolled out the video during its visit to Cannes Lions, with product head Chris Cox presenting it this afternoon. With it, there’s a format provided, one that shows full-screen imagery, videos and product shots that offer full 360-degree rotation with a swipe across the screen. In short, it provides companies the opportunity to create a mini-version of their own website on Facebook’s application, keeping them on the app while moving them towards its specific set-up. The video is below.
Facebook has used this sort of set-up before with traditional content, including stories that could be found within its News Feed. That managed to draw out a number of strong advertising partners, including BuzzFeed and the New York Times, through hosted content that kept users on the Facebook site, rather than diverting them to a secondary link back to the advertiser’s page. The difference, however, is that video advertising seems to work better from a retailer’s perspective, although other companies can obviously take part as well.
Considering that 94 percent of the company’s overall revenue comes from advertising, it shouldn’t be a surprise that Facebook is focusing more on the video front. The question now, though, is just how effective it will be for companies in the long run. There are half a billion people who interact with the site from a mobile standpoint, although a right campaign to draw them in with still has yet to be found.
Hopefully we’ll see more of Facebook’s business plans with video soon, as well as what kind of partners will be on board for it. It does look innovative, but looks are one thing. Effectiveness is another.