Facebook (FB) Debuts New Features for Slideshow Advertisements

August 23, 2016 9:03 AM EDT

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Facebook (Nasdaq: FB) posted the following to its Business blog on Tuesday:

Last October, we launched slideshows on Facebook and Instagram. Slideshow is a tool that lets advertisers easily build lightweight videos from a set of photos or an existing video. Slideshow ads have now been viewed in over 200 countries, and over half of the advertisers using it have never used video on Facebook before1.
Although slideshow was created to allow advertisers to use video-like ads in areas with slow connections, it's become a great asset for large and small businesses around the world who want an easy, cost-effective way to showcase products and tell their brand story. Slideshows can be created in just minutes with little or no production costs and are more engaging than still image ads.
Today, we're introducing new features to our slideshow ad product related to audio and text functionality, mobile creation and closer integration with our Stock Photo and Pages Image libraries. We are also launching a new tool we've heard requested from advertisers in emerging and high growth markets that allows them to take existing video assets and turn them into a slideshow that will play on slower connection speeds—in just a few clicks.
Add text and music
Advertisers can add text, select templates and choose colors to create a rich visual experience. Then, they can choose from audio tracks that reflect a range of different themes and will soon be able to upload their own audio tracks.
Create slideshow on the go with mobile
Advertisers can now create slideshows on the go with their Android mobile device.
Use assets from our stock image library
It's now simpler than ever for businesses to create beautiful, eye-catching ads without any creative assets of their own. Slideshow is now fully integrated with our stock image database and the Pages Photo Library feature, so advertisers can choose from thousands of stock photos, reuse photos from their Pages Photo Library or upload new photos.
Bring video to people on every connection speed
Advertisers can now easily turn videos into slideshows by uploading them into the slideshow tool, which will automatically select 10 image stills to use for building a slideshow. This can be combined with 2G targeting to simply and effectively deliver video creative to users on low bandwidth connections.
Slideshow in action for Stance
Stance, a sock company that brings art and self-expression to socks, wanted to grab the attention of potential customers. However, they didn’t want to invest a lot of time or money into a new photo or film shoot. Stance took existing still images from their online product catalog and created slideshow ads. They used different variations of slideshows for different audiences.
When comparing their new slideshows to photo link ads, they saw that their cost per acquisition decreased by 48%, the click-through rate increased 2.42 times and their return on ad spend increased by 1.48 times.
Stance used slideshow across Facebook and Instagram to effectively increase sales. The campaign was a great partnership between the art and science of our brand." — Brett Sirianni, director of social media, Stance
Unilever extends their TV ad to all connection speeds in emerging markets
Unilever’s Paddle Pop ice cream brand in Indonesia developed a TV ad that brought fun animation and a colorful story to life. When it came time to show the creative to mobile, they reused images from the TV ad to create made-for-mobile versions with slideshows, which are faster to load and five times lighter than the average video ad.
We know that more than half the consumers we serve in Indonesia have trouble viewing video, since they... experience unreliable mobile data connections or low bandwidth. Facebook’s slideshow solution helps us create a simple, lightweight yet engaging mobile asset from our current video creative. Now we don’t have to worry whether it will load fast for slow connections, so we have assurance that the ad delivers our complete brand message." — Yenni Nathalia, Brand Manager, Paddle Pop
Try new slideshow features today
These updates to slideshow are available globally now. Use it today to enhance the power of your Facebook video ads with fast, easy-to-create eye-catching ads, or to reach people on every level of connection speed.

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