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chevron-downMobile has reshaped how people discover, learn and ultimately buy from businesses. 45% of all shopping journeys now contain a mobile action,1 but most mobile shopping experiences aren’t great. Long load times on mobile websites can lead to friction and drop-offs along the path to purchase.
People are also watching more videos on mobile, and shoppers want to see products as they exist in the real world—but they also expect fast-loading, seamless experiences when they discover and buy on mobile. Marketers want better ways to visually inspire mobile shoppers, so we're introducing collection, a new ad format on Facebook.
Tell a more visual product story
Collection increases the likelihood of discovery and a purchase by featuring a primary video or image above relevant product images. Clicking on the ad leads a person to an immersive, fast-loading shopping experience on Facebook that can showcase up to 50 products at a time. Tapping on a product will take the most interested people to a product detail page on a business' website or app to purchase.
Three in four consumers say that watching videos on social media influences their purchasing decisions,2 which is why we designed collection. Brands like Adidas and Tommy Hilfiger are already using collection to drive sales with compelling video.
Global sports brand, Adidas, used collection to drive sales for its new Z.N.E Road Trip hoodie and complementary products, and saw a 5.3x return on ad spend.3
"This new ad format has everything we need to introduce a new product and drive sales. We used collection to showcase a video highlighting the technical features of the Z.N.E. Road Trip Hoodie. People who tapped on the ad were instantly taken to a full-screen shopping experience that included complementary Adidas products to complete the look. Collection has outstanding cross-selling capabilities, and we’ll certainly explore this new format again to inspire and increase sales."
—Rebecca Watts, Performance Marketing Senior Specialist at Adidas
American fashion brand, Tommy Hilfiger, used collection to bring its “See Now, Buy Now” fall 2016 launch to life on mobile and saw a 2.2x higher return on ad spend.4
“Our mission was to democratize the runway and make every look immediately available to all consumers worldwide. We took our video assets to the next level, through integrating shopping functionality. Collection creates a consumer experience that reflects how current generations of digital natives interact with their favorite brands. The results exceeded expectations, generating an ROI increase of over 200%.”
—Avery Baker, Chief Brand Officer at Tommy Hilfiger
Get better insights about how people respond to your creative
To provide more insight into performance for marketers using ad formats, such as collection and Canvas, that open into full-screen experiences, we'll start a test of a new outbound clicks metric over the coming weeks. In this test, outbound clicks will show the number of clicks leading people off of Facebook. We hope this offers marketers a clearer picture of people's paths through the entire ads experience.
Marketers with ads that appear on Instagram will also see outbound clicks reported. At the beginning of this test, if an Instagram ad directs to a destination on Facebook such as a Page, marketers will see these clicks reported as outbound clicks. As we develop outbound clicks over the coming weeks, we'll apply the same filtering on Instagram that we do on Facebook to show outbound clicks only for clicks off Facebook-owned properties.
Collection will begin rolling out to marketers globally starting today. To get started with collection, visit the Advertiser Help Center or contact your Facebook representative.
