Facebook adds new tools, capabilities to Slideshow video ads

Facebook introduced “Slideshow” advertising for emerging markets and small businesses (SMB) last October. In March of this year, Facebook said that its related “Your Business Story” SMB ads had more than three million advertisers.

The Slideshow technology has two primary objectives: to make it easier and cheaper to create “video” ad units (typically photo montages) and make them accessible in markets with slow data connections. Today the company is announcing a range of new features and enhancements for Slideshow:

• “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.”
• Advertisers can create Slideshow video “on the go” with Android devices.
• Slideshow is now fully integrated with [Facebook’s] stock image database and the Pages Photo Library feature.
• Advertisers can translate existing video automatically into still image montages for slower connections.

Facebook says that Slideshow ads have now been distributed in more than 200 countries. Citing a case study with sock company Stance, Facebook says Slideshow video reduced cost per acquisition by 48 percent and CTRs increased more than 2X compared to more conventional photo link ads.