Gatorade and Michael Kors are among the first brands to test out Facebook’s 360-degree video unit that it unveiled at Cannes Lions earlier this summer.
Described by the social network as an “immersive experience,” the full screen ad is assembled similar to how Facebook deployed publisher’s Instant Articles in May. The ad canvasses the entire mobile screen with videos and pictures that users navigate using their fingers. Also, the content is housed on Facebook so it loads quicker.
The ads are being rolled out slowly with Michael Kors, Gatorade, Mr. Porter and European retailer Carrefour Spain being the first brands to explore the new format, Ad Age reports.
Here’s what Gatorade’s ad looks like:
The ads, which don’t have an official name yet, have an obvious advantage over sponsored posts and other units on Facebook because they’re more attention-getting. Facebook will likely charge brands more for this high-quality content, Recode notes.
“We look forward to seeing how marketers use this surface to create compelling experiences for people and drive key objectives, including brand affinity and direct response,” Kelly Graziadei, Facebook’s head of ad products, said in a statement.
There’s no timeline as to when Facebook will serve the ads to the public, but if they’re already this far, it’s likely sooner rather than later.
Image courtesy of Facebook.
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Member ExclusiveMedia Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.