Facebook is rolling out a suite of new interactive ad solutions today including Poll ads, Augmented Reality (AR) ads, Instagram poll stickers for Stories ads and Brand Playables.
People want to participate in a brand’s big idea and they’re using innovative ways to do it — less words, more GIFs, Lives, Reactions, emojis, face filters, and stickers. In turn, brands and people are becoming more intertwined and it’s changing digital advertising from a one-way push communication to an ongoing dialogue powered by creativity.
“This behaviour is unfolding across our family of apps. Already, 60 per cent of businesses on Instagram use an interactive element like @mention, hashtag or poll sticker, in Stories every month. What started with exploring new things on mobile has morphed into vast and varied conversations that welcome people’s participation and will eventually immerse them into shared experiences. To help brands further embrace this trend, we are announcing new ad solutions that encourage a playful experience between people and businesses, and deliver results,” said The Creative Shop at Facebook APAC creative strategy lead May Seow.
Facebook is now bringing video poll ads to Facebook mobile Feed, globally available this month. Poll ads allow advertisers to insert polls to video ads and enable an interactive, personalised advertising experience. Facebook is launching three variants of poll ads, and each will support the reach, brand awareness objective (BAO), traffic, and app installs objectives:
- Poll Only: enable advertisers to interact with their target audience to drive brand lift
- Poll plus Watch & Browse: enable advertisers to capture peoples’ preference for personalized journeys on their websites
- Poll plus Watch & Install: enable advertisers to interact with people and drive them toward an app install
Advertisers can insert a poll question and two corresponding response options to a video ad campaign in the Facebook mobile News Feed. “In early findings, we’re seeing poll ads in Feed drive increased brand awareness and conversions. For example, in 5 out of 9 brand lift studies, we observed poll ads increased brand awareness compared to video ads,” Ms Seow said.
In addition to interactive questions, people use face filters and fun animation in the 1 billion stories shared every day across Facebook, Instagram and WhatsApp. For businesses, the augmented reality opportunity is clear. For WeMakeUp, a US-based cosmetics brand, AR Ads on Facebook enabled customers to try on its latest shade of lipstick, and as a result the brand drove a 27.6 point lift in purchases with the average person spending 38 seconds interacting with the ad unit. Facebook is now expanding this AR opportunity to more advertisers, entering open beta for AR Ads globally over the next few months.
Lastly, Facebook is also expanding its playable ad format that allows people to play a game to drive downloads, conversations and brand objectives. Uber India used the Playable format for a campaign during the 2019 Cricket World Cup and saw 3X higher Ad Recall Lift Rate and 10 per cent higher CTR compared to other brand awareness campaigns.
Lendi which is a home loan provider in Australia used the Playable format to build a mortgage calculator experience resulting in 2.7 point increase in brand awareness, 7.9 pt increase in ad recall, 44 per cent engagement with the playable ad and 70 per cent click-through rate to their website at the end of the Playable.
The expansion of playables is now available for all advertisers globally.
These collaborative formats are built to connect with people and draw them in to participate.
Over the past few months, we’ve learned that effective collaborative creative follows three principles: invite, resonate and reward.
Invite people to express or challenge themselves and be a part of something fun and worth their time.
Use relevant visuals to catch the eye and make a connection with people based on their interests and motivations
Reward the people who’ve interacted with meaningful content that surprises, delights, challenge or discovers something new