Tim Peterson says, “Traditionally, clicking on a brand’s ad on Facebook would open a dedicated microsite or product catalog hosted outside of Facebook. But Facebook continues to roll out mobile ad formats that bring those off-Facebook experiences inside the social network.

On Thursday, Facebook unveiled a showy new shopping ad format called Collection, the latest addition to the line of immersive, mobile-only ad formats that it introduced with the iAd-like Canvas in September 2015. If Canvas was aimed at brands looking to attract attention, Collection is intended for marketers as concerned with driving awareness as sales.

Collection links eye-catching elements like video to cash-catching ones like a product catalog that, in turn, links to the point of sale on the advertiser’s site or mobile app.

“Collection is, at its core, a new ad experience that we’ve built specifically for news feed, to drive product discovery and sales through an engaging format in a fast-loading shopping experience,” said Facebook’s director of product marketing, Maz Sharafi”.

Facebook’s shoppable ‘Collection’ ad is its latest iAd-like format

Marketing Land

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