While more people around the world are logging onto Facebook each day, not everyone enjoys mobile internet that’s fast enough to load and play video ads in their News Feed.
The social network has hit upon a new way to deliver ads that are more engaging than static images but far lighter on bandwidth: slideshows.
The new format lets advertisers upload three to seven still images, add text and links and set up a slideshow that’s up to 15 seconds long. The company says these are up to five times smaller in file size than video ads of the same length. It will also deliver the same kind of analytics as it does with videos.
In addition to being less of a burden on users’ bandwidth and data usage, slideshow ads are easier to build than commissioning custom videos. Facebook lets marketers use their own images or choose from millions of Shutterstock photos. Existing video ads can be adapted to this format by uploading stills from them.
While they are intended for use in emerging markets, slideshows can be deployed anywhere in the world across mobile and desktop platforms.
It could be especially useful for targeting markets like India, where the mix of connectivity options is continually evolving and smartphone adoption is on the rise alongside a large user base on feature phones.
Facebook is rolling out slideshows to its ad management tools over the coming weeks.
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