• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
March 23, 2017

Facebook Rolls Out New Ad Format: Collection

Posted by Emily Nelson

Starting today, Facebook is rolling out Collection, a shoppable feed ad that features a collection of products in a mobile shopping experience. Four product images are shown below a multi-product image or video that will drive users to a full-screen takeover.

collectionunit

When a user clicks on one of the four product images in the News Feed, a full page of products opens instantly in Facebook. Clicking on an individual product image will then take the user to the site to purchase or see more.

To do this, a product catalog is required. Advertisers can choose which four products from your feed you wish to feature in the ad, and they can be dynamically arranged by the popularity of the product, or you can manually choose the order. In the full-screen experience, advertisers can choose up to 50 products from the product feed to display.  This ad format is available for the website clicks/traffic and website conversions objectives and is available for the mobile feed-only at this time.

Screen Shot 2017-03-23 at 11.36.32 AM

While it doesn’t seem ideal that this adds another step (i.e. another click) to get a user to site, that doesn’t mean that this unit isn’t useful for driving conversion. Similar to the Canvas, it’s meant to be a discovery unit that allows users to browse your content and products without ever leaving the Facebook app, which I appreciate as a user.

In the past, we’ve relied on pop up click thrus and end cards to drive product consideration with video. This new unit will help to tie product a little more closely to how we market a product with our video content. As Facebook works to create a richer brand and shopping experience, this is a step in defining how brands look on social from a consumer perspective and how people discover new products and convert on mobile.

Below are more screenshots of this unit that we have happened upon in our own News Feeds. You can find the creative specs on Facebook’s Ad Guide here and details and FAQs here.

collection collection2 collection3

 

FacebookFacebook Advertisingsocial media
Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020
  • A Closer Look at the Congressional Big Tech Market Power Report
  • What to Know About Reddit

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.