Facebook Introduces New Ad Format For Users With Slower Internet Connections
Facebook has been making updates every few weeks to make Facebook ads ideal for both the business owners and the customers. Up until now, there were two ad formats: photo ads and video ads. Video ads proved to be better in starting a relationship between the brands and potential customers and they also brought more followers than the photo ads.
But for developing countries and people with slow bandwidth connections, this proved to be a frustrating issue. Video ads couldn’t load fast and people started to avoid videos because of the time that would be wasted in order for them to load properly. That resulted in brands getting less followers than they should have gotten through video ads.
Now, it seems that Facebook addressed this issue as well. Facebook is introducing Slideshow ads which will be able to show properly on slower internet connections as well as on faster internet connections. Brand can provide from 3 to 7 photos to appear in the slideshow that would describe their brand properly. They can be the screenshots of a high definition video as well. They can also set their slideshow duration from 5 to 15 seconds as well depending on whether they want the slideshow to move quick or slow.
Facebook tested this feature on Coca-cola and the results were successful. In Nigeria and Kenya, due to slower connections, Coca-cola’s video ads did not bring as good results as they desired. But when they advertised through slideshow ads the results were promising.
Ahmed Rady, Marketing Director of Coca-cola in West, East and Central Africa, stated:
We are pleased with how the Facebook slideshow campaign performed across our key markets in Africa, particularly in Nigeria and Kenya. The campaign over-delivered on reach by one million and had a 10 point increase in ad awareness in Kenya. We recognize that our consumers may have constraints when accessing video content, hence the slideshow option by Facebook is spot on in enabling us to still deliver impactful and quality content. As such, we are excited to use the slideshow feature to deliver high quality content from Coke Studio Africa to our consumers on the continent.