Facebook Inc (FB) To Bring Interactive Ad Experiences To Mobile Newsreaders Under Its ‘Mobile First’ Strategy
Mobile is an important platform for Facebook Inc (NASDAQ:FB). About 1.25 billion subscribers access Facebook through smartphones and tablets in any given month, which represents a 25% increase over a year ago. Facebook believes it can do more on the mobile front to bolster experience for consumers and drive more value for advertisers. The company is exploring new mobile advertisement formats in an effort to deliver more immerse mobile experience.
Driving more mobile interactions
The new mobile ad format that Facebook has figured out is aimed at enticing big brand advertisers that have mostly relied on television to reach potential consumers. Facebook’s new ad format for mobile devices features full-screen video and product information among other content for interactive campaigns.
According to Facebook’s chief product officer, Chris Cox, they are trying to drive more and new interactions on mobile. Cox will be demonstrating how the new mobile ad format looks in France at the Cannes Lions advertising festival.
Facebook Inc (NASDAQ:FB) understand the limitations of the small display of mobile devices and is hoping that its new mobile ad format will enable advertisers to get over this problem. Cox stated that what they are doing is giving marketers a better format to engage mobile consumers.
Running trials for new ad format
Facebook Inc (NASDAQ:FB) won’t roll out the new mobile ads until it has allowed marketers to try them. The company has already started meeting marketers to obtain their feedback regarding the new ads before it rolls the new format across its platform.
The Facebook’s new ad format drives consumers to native content, which ensures faster load time just the same way Instant Articles works.
In 1Q2015, Facebook Inc (NASDAQ:FB) reported that mobile accounted for 73% of its total revenue, up from 20% in the like quarter in 2013. The company is making strong gains on mobile video as well, giving Google Inc (NASDAQ:GOOGL)’s a run for its money.
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