Sixty percent of businesses on Instagram use an interactive element including @mention, hashtag or poll sticker, in Stories every month. Building off of this trend, Facebook is introducing a new suite of ad options including video poll ads, augmented reality ads, and playable ads to its platform targeted to encourage “a playful experience between people and businesses.”
“People want to be included in your next big idea and are using new 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,” the company shared in a recent post published to its Business Blog.
Let’s break down what each of these looks like:
Video poll ads
On the heels of the introduction of poll stickers for Instagram Stories earlier this year, Facebook made the move to bringing polling capabilities to its video ads. “In 5 out of 9 brand lift studies, we observed poll ads increased brand awareness compared to video ads,” the company reported.
Advertisers can choose from three different variations of poll ads depending on their specific campaign needs: poll only, poll plus watch and browse, and poll plus watch and install.
For some concrete examples of these in action, Warner Bros used video poll ads to boost application downloads for its Game of Thrones: Conquest game and saw that app installs were 87.5 percent higher compared to a traditional video ad.
Cable network E! used the feature to increase viewership of the show Total Bellas, and saw brand awareness rise by 1.6x.
AR Ads Enter Open Beta
Sixty-three percent of internet users surveyed say they’ve tried an AR experience created by a brand. As of this fall, Facebook is opening beta globally for AR ads giving the opportunity to more advertisers to connect with their audiences.
In an early testing phase, WeMakeUp developed an ad where users could try on its latest shade of lipstick. The result? A 27.6 point lift in purchase and a 53 percent higher click-through rate compared to non-AR video ads.
Similarly, Bobbi Brown Cosmetics built a campaign around its Luxe Matte Lip Color which, in turn, drove an average engagement time of 61 seconds and three-times the CTR and two-times the website purchases compared to their non-AR ads.
In the same vein of collaborative formats that encourage participation, Facebook is also opening up playable ads to its global advertiser base. The ad units specifically allow users to play a game as a means of driving downloads, conversations and brand objectives.
Vans recently worked with Facebook’s Creative Shop to create a playable game where players guide the company’s Vice President of events and promotion, Steve Van Doren, down a mountain while collecting gifts. The user experience ultimately translated into a 4.4 point lift in ad recall and a 2.4 point lift in favorability.
“Advertising needs to work harder than ever to be more relevant and rewarding for the people we’re making it for,” Facebook Vice President of Global Business Marketing and Chief Creative Officer, Mark D’Arcy, shared in a statement about the launch.
Setting aside the specifics of the new ad options, the larger takeaway to pocket here is that creativity will only continue to be integral to our storytelling efforts. In today’s landscape, vying for attention is no small feat and to break through the noise we as marketers must go above and beyond to not only communicate with our audiences, but do so in a way that excites and inspires meaningful action.
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