Facebook's New E-commerce Move: Shop Straight from the Ad After Watching
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As video viewing on mobile apps continues to grow, consumers want to use visuals to understand the true condition of products, and they want a smoother browsing and shopping experience on mobile. At the same time, marketers want more visually appealing ways to spark purchase desire among mobile consumers. To this end, Facebook has launched a new Facebook ad format called "Collection".
A Collection ad features a video or a single image, with a series of related product images listed beneath it. Its attractive layout helps increase the likelihood that users will discover and buy products. After tapping the ad, users can quickly open an immersive shopping experience within Facebook, such as browsing up to 50 products at once. If a consumer is interested in a product, they can tap it to go to the product detail page on the merchant's website or app to learn more and place an order. 75% of consumers say that the experience of watching videos on social platforms influences their purchase decisions, which is one of the reasons Facebook launched Collection ads.
To help marketers who offer full-screen experiences (such as Collection ads and full-screen interactive ads [Canvas]) better understand ad performance, Facebook will begin testing a new metric, "Facebook Outbound Clicks Metric", over the next few weeks. Facebook Outbound Clicks refers to the number of clicks that direct users to destinations outside Facebook. Facebook hopes this metric will help marketers gain a clearer understanding of users' overall ad experience.
Marketers who run ads on Instagram will also be able to see the corresponding outbound click data in their reports. In the early stage of testing, if an Instagram ad links to a destination on Facebook (such as a Facebook page), clicks on that link will be counted as outbound clicks in the report. Over the next few weeks, Facebook will continue to refine the Outbound Clicks metric and will apply the same filtering criteria on Instagram as on Facebook, at which point the metric will count only clicks that lead users away from content within Facebook.
https://www.inside.com.tw/2017/03/24/facebook-collection-new
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