Facebook is now offering app advertisers new desktop video ads and a carousel format for mobile app ads. The former are available through both Power Editor and the Ads Create tool while the latter can be used through Power Editor, the API, and through Facebook's Marketing Partners.
The new desktop video format works similarly to those on mobile in that they're eligible to play automatically in News Feed, they have a persistent call-to-action over the video pop-up for ad rendering on the right-hand side of the page, and they all have an end card that appears when they're done playing. This includes options for the user to replay the video or install the app.
Facebook lists these best practices for desktop video app ads:
- Produce initial concepts based on creative from top-performing Facebook static ads as a starting point
- Feature attention-grabbing content for at least the first 2-3 seconds
- Leverage text overlays so that sound is not required to understand the content
- Post simple and easy-to-digest video content that is very polished and engaging
- Make the creative 15-30 seconds in length and show actual gameplay
- Avoid reusing mobile creative assets for desktop as this can cause confusion
- Ensure the actual desktop landing page that the creative points to is interesting and relevant
The carousel format was already available for link ads and dynamic product ads. The new unit lets advertisers take advantage of the format (pictured at the top) for mobile app installs and mobile app engagement ads. You can feature up to five images within the unit. Facebook itself will optimize the order of the images based on relevance to each person.
This week, Facebook also announced the first major update to Ads Manager and Power Editor since they launched.
Images via Facebook