New Advertising Options for Companies to sell Ads in Emerging Markets offered by Facebook
Facebook is taking mobile video ads to an all new level when they came up with a solution to target 2G users or people that have lower bandwidths in countries such as Nigeria, India and Kenya. The new idea rolled out by Facebook is called the Slideshow that will club 7 images together to make it look like a video but will use much less bandwidth to load. It will also be able to detect the user's available bandwidth which will give the advertisers an opportunity to promote using both full video and the slideshow version of the ads. The ads will load based on the download speed available with the user, reports Marketing Dive.
On their official blog, Facebook described the new ad unit saying, "Slideshow reduces the need for video production time and resources, and because of its smaller file size, it extends eye-catching ads to people on basic devices or with poor connectivity. In early testing, we found that a 15-second slideshow can be up to 5x smaller in file size than a video of the same length. Slideshow uses video-like motion and no sound, giving advertisers a new way to tell brand stories to people everywhere." So far, the lighter ad versions have already been tested by brands like Coca-Cola and Netflix that are participating in the social networking company's attempt to connect people all over the world, reports Venture Beat.
Another version of the app, Facebook Lite, has also been launched through internet.org that is working to enhance the connectivity in emerging markets. Facebook's product manager for emerging markets, Nikila Srinivasan, said "For smaller businesses, the ability to create cost-effective videos continues to be a challenge. They don't always have large advertising budgets to go and produce a video", reported Marketing Dive.